Thats the quote Neil Gaiman chose to open his marvelous, thrilling book Coraline with. I've been a Gaiman fan ever since I read his Neverwhere, and bought Coraline in one of my reckless splurging sessions at Landmark, Hyderabad.
Certainly looked like a spooky children's tale... but boy, what a chilly, scary book. And not scary just because of the demon villain, but more because of the moral/take-away of the story.
Also, of course, to mention, is the INCREDIBLE stop motion 3D movie they made of it. I caught it on TV here in the US, and they followed up the movie with a 15-min making of. And this my friends, is what you call animation. Here's a quick peek.