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Deal mall of america, of course, the biggest mall in the country had a black santa for an entire santa. actually somebody who flew in from houston and they had to get a black santa all the way from texas for minnesota. >> sure. >> there are studies that show how, when children see these positive role models of themselves and their race it leads to better school performance, less negative behavior. how does that fechter into the creation of your app? >> when i started the app it was a passion pro...