Square Enix succeeds magnificently by trying something a little different.
Maybe it's because Baldur's Gate ruined me with it's rich storytelling, beautiful (for the time) graphics and 'adult' action rpg style, that I never found final fantasy i/ii/iii appealing, even though I'm a fan of Cloud and Sephiroth from VII. Maybe VII appealed to me more, because it interspersed modern technology with a timeless, almost ethereal background.
"The World Ends with You" sees the famed Square Enix, try something different. Take the tried and tested formula of having kids save the world (or in this case just their own lives) but transplant it to modern day Tokyo. Keep the 'troubled' protagonist, Neku, suddenly thrown into a new world initially viewed with disbelief, skepticism and finally reluctant acceptance.
Bring in a team dynamic, use both screens of the DS to battle it out, co-ordinating with the arrow keys and the stylus. Use pins imbibed with powers (don't roll your eyes just yet) to fight demonic forces, while leveling up with fashion accessories. Repackaging the tried and tested formula, Square Enix comes up with an intriguing new franchise, which they can expound on with a rich back story. At times the game reminds me of the anime 'Death Note', because of the tone, the Reapers and Neku's general demeanor. The story has an interesting hook from frame one, and the use of music in-game cell phone and clock makes for an incredibly entertaining experience on the DS.