Every grade schooler in the United States has to learn the capitals of every state, and Marbles The Brain Store tapped into that rite of passage and created a catchy and engaging video to assist with the memorization. In the process, the video helped turn the CD with the tune on it into a top seller on MarblesTheBrainStore.com.

The song, “Tour the States,” appears on a CD called BrainBeads, and the video supporting it debuted in 2012, garnering 167,000 views. In 2013, it got 1.4 million—thanks in part to Parade magazine including it in its holiday gift guide—and it has more than 1.2 million to date this year, said Angie Seaman, e-commerce manager at Marbles The Brain Store, in a presentation at the Internet Retailer 2014 Conference & Exhibition yesterday. The video features an artist using a black marker to draw the outline of the United States and the individual states on a big white piece of paper, filling in the capitals in time with the lyrics of the song.

After the video caught momentum, BrainBeads became the best-selling product on the e-commerce site, and it is consistently in the top 10 to this day. Seaman said teachers and parents use it to help kids learn their geography.

The chain retailer—it has 28 stores spread across the country—of educational toys has created 350 videos since it started its video initiative in 2009, and has 10,000 subscribers to its YouTube channel, Seaman said. Consumers watched its videos more than 2.1 million times last year, and Seaman said that products that have video convert 25% better than products that do not.