Another branding strategy used by iRobot education. iRobot recognized that fewer and fewer American children went into STEM (science, technology, engineering, math) areas. Therefore, it launched the SPARK (Starter Programs for the Advancement of Robotics Knowl-edge) program to stimulate an interest in science and technology. The program catered to students from elementary school to university. iRobot also initiated an annual National Robot-ics Week program to educate the public on how robotics technology impacts society. The first national robotics week was held in April 2010 in the Museum of Science in Boston. iRobot developed an education and research robot, the Create(R) programmable mobile robot, to provide educators, students, and developers with an affordable, pre-assembled plat-form for hands-on programming and development. Students can learn the fundamentals of