What I like about this type is that it's based off Helvetica, but it gives a completely new meaning and identity. Helvetica is a very universal typeface that could be used in almost all situations. However, this innovation of Helvetica almost restricts it to be using for a child related item, whether it be a book, logo for a childrens program etc.
I like how the story takes the shape of letters, and those form another message. I could incorporate this into my magazine by kind of combining a feature story in the small text, but an ASF with the larger letter outlines.