This is such a fun TED (Technology, Entertainment, Design) talk by Mac Barnett! It's energetic and witty, with lots of parenting/teaching tip offs. When he gets to the very funny Pirate Shop bit, this is what he's talking about:
The shop was the inaugural 'shopfront' for a fabulous education movement - as per this TED talk by Dave Eggers. Like Mac Barnett's, it's smile-all-the-way-through stuff for parents, teachers, citizens.