“Did you ever notice how grown-ups hate it when kids are having fun?”

According to the new Captain Underpants book and the majority of those kids who read the series, this statement could not be truer. And today, the tenth epic novel by Dav Pilkey is released, Captain Underpants and the Revolting Revenge of the Radioactive Robo-Boxers.

For those of you who are unfamiliar with this series, Captain Underpants books are about two kids, George and Harold, who get into trouble for having mischievous fun. A prime example, when George and Harold get busted for leaving ketchup packets under the toilet seat in a prank they call “Squishy” in Captain Underpants and the Big, Bad Battle of the Bionic Booger Boy.

Every book in the Captain Underpants series has made it to the USA Today‘s best-seller list, as well as the American Library Association‘s “Hit List,” the annual top 10 list of most-complained about books. The number one complaint you ask? Pat Scales, chair of the ALA’s Intellectual Freedom Committee, says, “The No. 1 complaint is — this is kind of funny — nudity. I guess because the superhero has on jockey shorts. [Also] vulgar language, and they feel that kids are being taught not to obey authority.” However, it’s not just the “nudity” that had most parents up in arms over the series. Many are frustrated by the misspelled words. “Laugh” is spelled “laff.” “Trouble” is spelled “trubbel.”

So why dedicate a marketing research blog post to a children’s book series? Well, misspelled words, potty humor, mischievous fun and brilliant cartoon drawings align with a ready audience of elementary school boys. The point: knowing your target audience enables you to deliver products that create demand. And in Dav Pilkey’s case, this strategy has proven to be successful not just once, but ten times …and counting.