In cooperation with Professor Kawashima from the Tohoku university, Sega has developed the "brain trainer." According to the good professor, repeating simple math tasks stimulates and trains the human brain—and "Brain Training Drills" have become extremely popular in Japan as a result. The target age group is not only the real old folks but especially the age 35+ set, probably because these people are continuously draining their brain cells with intoxicating liquids and other substances. So Sega put a brain training gadget inside a book cover. It looks like a calculator but includes modes for Training, Check, Data, Point and Setup. Some 32,000 units have been sold in Japan in the two months since its release. $44 is the price for keeping yourself sane.