Regardless of ethnicity, children of all backgrounds respond positively to bright, contrasting colors. As an adult, I've come to prefer muted tones and a more sophisticated palette, but when designing an identity that needs to excite the imagination of kids, bright colors work best.
A literal icon approach was used for a logo that clearly communicates to kids of all ages and nationalities.
Each letter owns a color and associated icon, making for a modular system that's easy to extend into printed material and marketing campaigns. It also helps children take pride in their specific interest and identify with it easily.