Aug 1, 2012 Public copy WT, pages 24-25 feature a make-belief boy named, Caleb, who writes a letter to his sick friend.
I recall in the introduction of the video (that is being released at this year's convention) it is said that this vid is just a sampling of what they have been working on.
Seeing this 'Caleb' character in the magazine made me wonder if the WT is trying to produce a mascot for children of JWs.