Leapfrog Enterprises Information
LeapFrog Enterprises Inc NYSE: LF is an educational entertainment company based in Emeryville, California. LeapFrog designs, develops and markets technology-based learning products and related content for the education of infant through grade school children.
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History
The company was founded in 1995 by Michael Wood and Robert Lally, when Wood found no products on the market that could help his struggling son learn to read. Since then, LeapFrog has developed a number of learning platforms with a library of software titles, covering subjects including phonics, reading, writing, and math for grade school children.
Concept
Wood was working as a lawyer for a law firm that helped entrepreneurs to find funds for their hi-tech business ventures. When Wood's son encountered learning difficulties at the age of three, finding it difficult to associate letters with their corresponding sounds, Wood looked around for an educational toy to help his son. As there appeared to be nothing on the market at that time, Wood took his inspiration from a client who was using integrated circuit chips to produce novelty greetings cards. After carrying out research and organizing focus groups with mothers over a period of four years, he developed a prototype and did cost analysis studies to ensure that the final product would not be sold at a prohibitive price.
In 1994, Wood took the prototype to Dr. Robert Calfee, a professor of education at the Stanford University School of Education. Armed with Dr. Calfee's feedback, Wood went on to refine his toy, and in 1995, developed the first toy that Leapfrog would market: the Leapfrog Phonics Desk.
1995: Founding
After raising US$800,000 to launch the company, mainly from friends, relatives and clients, the first Phonics Desk was launched. The product proved to be popular but distribution costs were prohibitive, nevertheless the company soon started to develop a second toy.
1997: Expansion and acquisition by Knowledge Universe
By early 1997, the company now has distribution in over 10 countries overseas and have a number of major clients within the US itself. The company hired Brad Crawford, who formerly worked for Little Tykes, to oversee engineering and manufacturing.
In late 1997, LeapFrog won the backing of Knowledge Universe, an educational and marketing conglomerate founded by brothers Michael and Lowell Milken, and Larry Ellison, CEO of Oracle Corporation. It then operated as a division of Knowledge Universe's subsidiary, Knowledge Kids Enterprise, up until it went public in 2002. The Knowledge Kids subsidiary was headed by Tom Kalinske, a former president of toy conglomerate Mattel.
In 1998, Leapfrog acquired Explore Technologies Ltd, who developed the technology that would later be used in one of Leapfrog's flagship products, the LeapPad. The LeapPad was launched in 1999, and quickly became their flagship product.
In 1999, the company opened a new division, LeapFrog Schoolhouse, that markets their products to schools and educational institutions.
2002–present
LeapFrog went public on the New York Stock Exchange on July 25, 2002. It currently trades under the symbol LF. In 2002, LeapFrog partnered with Sega Toys and Benesse Corp to produce localized versions of their toys for the Japanese market. And by 2003 their products are sold in more than 25 countries worldwide.
In late 2007, LeapFrog officially discontinued the LeapPad and started offering the Tag as its successor. However, the LeapPad is still available through LeapFrog Schoolhouse to educational institutions and homeschoolers.
On June 7, 2010, Leapfrog unveiled the Leapster Explorer. The successor to Leapster 2, it supports online game play as well as learning apps, e-books, and videos.
Mr. John Barbour was named CEO of LeapFrog Enterprises Inc. on March 7, 2011.
On June 29, 2011, LeapFrog introduced the next generation of digital reading and personal creativity by announcing the pre-sale for LeapPad Explorer, a personalized learning tablet for children aged 4 to 9. The LeapPad pre-sale units sold out in the first two weeks. LeapPad hit shelves on August 15, 2011.
Products
LeapFrog’s product portfolio focuses on three main families of products; reading solutions, educational gaming and grade school products and learning toys. Notable products include:
- LeapPad – A series of now discontinued educational devices. The products in this family varied in design, but had two things in common: they accepted a cartridge and is to be used with a book that is inserted into the product. The LeapPad was LeapFrog's flagship product from 1999 up until it was discontinued in late 2007 (early-mid 2008 outside the US), in which it is replaced by the Tag reading system.
- Leapster Explorer- A portable learning system for kids ages 4 to 9 with a large library of cartridge games and dozens of downloadable learning apps, including eBooks, videos, games and flash cards. Additionally, its camera accessory turns Leapster Explorer into a personal photo- and video-recorder.
- Tag Reading System- The Tag Reader has a small, infrared camera at the tip that “reads” letters, words and symbols printed on the special dot-patterned pages of products in the Tag library. The system is designed to help children ages 4 to 8 learn to read. Tag Jr. is also available for ages 1 to 4.
- My Own Story Time Pad- A pretend e-reader designed for little ones with real stories and songs parents can personalize with a child’s name and more. It offers more than 10 stories and songs and holds up to five stories, ten songs, and three emails at a time.
- Peek-a-Shoe Talking Octopus - Designed to help young children build motor skills, this ocean friend combines standard ball-drop play with counting, color and sea animal responses.
- Didj - A handheld educational gaming device was phased out in LeapFrog’s pursuit to meet high-tech expectations and to support the launch the mobile learning platform Leapster Explorer.
- ‘Scout’s ABC Garden’ App for iPhone, iPod Touch and iPad was released on April 7, 2011. The app encourages children to explore letter names and sounds step by step, and each child's experience is customized based on his or her name, favorite food, favorite color and favorite animal.
- LeapPad Explorer - The new LeapPad is a personalized learning tablet designed for kids ages 4 to 9. The tablet has a built-in camera and video recorder and will have more than 100 learning games, digital books and apps by the end of 2011. The existing library of Leapster Explorer™ game cartridges and apps is cross-compatible with LeapPad. LeapPad will be on shelves starting August 15, 2011.
- My Pal Scout - A customizable plush toy that can be programmed with various songs and the owner's name and preferences. A Violet version is also available. Additionally, LeapFrog also produced various other toys, including toy vehicles, interactive plushes and toys for the infant market.
Licensing and partnerships
In addition to producing their own toys, LeapFrog also licenses their characters (the Leapfrog Learning Friends) to third parties:
- Kiddieland Limited – Ride-on toys, tricycles and scooters
- Masterpieces Puzzles – Jigsaw puzzles
- Learning Horizons – Books and various stationeries
LeapFrog also has partnerships with various companies:
- Sega Toys and Benesse Corp – Localized version of the toys for the Japanese market.
- Macromedia – Co-developed the Leapster handheld system.
- Lionsgate Home Entertainment – Produced Leapfrog Learning DVDs series of educational DVDs from 2009 onwards, beginning with Let's Go To School.
Defunct partnerships
- Porchlight Entertainment and Warner Home Video – Produced the Leapfrog Learning DVDs series of educational DVDs. Some of the DVD titles are also available in cartridge video format for the Leapster handheld system. Released DVDs up until 2007's A Tad Of Christmas Cheer. Leapfrog has since chosen Lionsgate Entertainment as their new partner for releasing educational DVDs.
- Uniayu Solutions Malaysia – Wheee! center of learning franchise. Defunct due to poor enrollment.
Leapfrog Learning Friends
The core set of Leapfrog Learning Friends as seen on the Learn to Read at The Storybook Factory DVD.LeapFrog has developed various characters for use in house, and eventually licensed the characters for use in third party products. These characters are collectively known as the Leapfrog Learning Friends. LeapFrog continues to develop new characters and has expanded character placement across products and content.
Awards
LeapFrog was awarded the 2011 Toy of the Year Award, Instructor Magazine’s 2011 Teacher’s Pick Award 2010, Parent’s Best Toys, NAPPA Gold, 2010 Time to Play Award, Golden Apple Award and was placed on the The Toy Insider’s 2010 Hot 20 and FunFares’s 2010 Hot Dozen lists.
Animated DVDs
In 1997, Leapfrog marketed an animated DVD, The Talking Words Factory, whose purpose is to encourage young children to learn to read. More recently, they have expanded the series and there are now 13 different titles available.[1]
See also
References
- ^ "Leapfrog DVDs". http://www.leapfrogdvds.com/. Retrieved March 8, 2012.
External links
| Wikimedia Commons has media related to: LeapFrog |
Categories:
- Companies based in Emeryville, California
- Toy companies of the United States
- Learning to read
- Educational software companies
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