By ranking measurement as one of only five curriculum standards, NCTM (2000) recognizes the importance of this content area. Yet, on national and state tests our students consistently score poorly. Perhaps this is because they learn about measurement as a set of formulas or procedures. Come explore advanced curriculum units that help talented young students develop a deep understanding of measurement as they think and act like practicing mathematicians. Students are immersed in interesting problems from creating a measurement fair to a Himalayan expedition in search of the Yeti. Classroom discussions, student written work, and research results are highlighted.