LeapFrog Enterprises

LeapFrog Enterprises

Infobox Company
company_name = LeapFrog Enterprises, Inc.
| company_type = Public (nyse|LF)
foundation = 1995
location = Emeryville, California, USA
| industry = Educational Toys
| homepage = [http://www.leapfrog.com www.leapfrog.com]

LeapFrog Enterprises Inc NYSE|LF is an educational toy 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 at home and in schools internationally.


The company was founded in 1995 by Michael Wood, a Stanford University, and University of California, Berkeley, Haas School of Business (MBA, 1979) and University of California, Hastings College of the Law (JD) graduate, when he 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 broad library of software titles, covering subjects including phonics, reading, writing, and math for grade school children.


On Thursday, July 25, 2002, LeapFrog went public on the New York Stock Exchange where it currently trades under the symbol LF.

Beginning in July 2006, LeapFrog began implementing changes to reestablish the company.

Leapfrog is focusing on:

Retaking the reading market. LeapFrog is planning to introduce successor products to the LeapPad line in 2008.

Strengthening the portfolio of products. The company is building a product portfolio including: reading products, educational gaming, and learning toys, all with content designed and tested by educational experts.

Web connectivity for core products. Expanding game play on its educational gaming systems, providing learning opportunities on reading systems, and a system of shared rewards across its product line. The LeapFrog Learning Path is an online application that communicates each child’s progress to the parent. Some products, particularly learning toys designed for infants and toddlers, are likely to remain as stand-alone products in the near future.

Fewer Platforms Fewer development environments should reduce cost to produce content.


LeapFrog’s product portfolio focuses on three main families of products:

"•Reading Solutions:"

o The LeapPad learning system includes devices that introduce basic vocabulary and reading concepts or reinforce second-language learning to preschool and kindergarten children through music, talking characters, engaging narration and interactive play. Historically Leapfrog's most popular learn-to-read product, the LeapPad system, began to be phased out in 2008, in the United States retail markets, and some international markets.

o The Tag learning system, introduced in mid-2008, is a pen-based reading system which uses optical hardware and optical character reading software first licensed by LeapFrog to be used in LeapFrog's FLY pentop computer. The Tag reading system focuses on fundamental reading skills and offers a library of interactive books. The Tag system includes a planned 16 titles at launch, with many popular licensed characters. As a web-connected product, the Tag reader will be LeapFrog Learning Path enabled. •"Educational Gaming and Grade School Products":

o The Leapster multimedia learning systems includes screen-based, learning device developed to encourage learning skills while allowing kids to play educational games. The Leapster platform is a handheld device targeted at the 4 to 7 year old, with a multi-directional control pad and a touch-screen enabled by a built-in stylus. The company's Leapster content allows game players to read electronic books, create works of art and watch interactive videos.

o In 2008 Leapfrog plans to introduce the Leapster 2 handheld, a web-connected version of its Leapster handheld that will be LeapFrog Learning Path enabled. Leapster 2 include more online play experience compared to the classic Leapster handheld and will be backward compatible with its existing Leapster software titles. A software library will be available when the Leapster 2 and Didj handheld products launch, including some popular licensed content, such as LucasArts’ “Clone Wars” and “Wall-E” by Pixar.

o Launched in 2007, ClickStart My First Computer introduces computer and preschool skills by turning a TV into a child’s computer. Designed especially for young learners, ClickStart My First Computer provides a computer learning environment.

o In 2008 LeapFrog plans to expand its educational gaming line with the introduction of its Didj gaming and learning system. The Didj system is a web-connected handheld targeted at 6 to 10 year olds and allows for customization of curriculum and gameplay.

o The FLY Fusion pentop computer is a learning tool designed to help grade schoolers with their homework.

•"Learning Toys": These stand-alone products help develop fine motor skills, color, sound and letter recognition for infants through children age five. The products are generally more affordable and simpler to localize for foreign markets than LeapFrog's platform and content suites. o This category of products includes LeapFrog's Learn & Groove line, an interactive collection of instruments that introduce numbers, letters, colors, and shapes through music and song in either English or Spanish. and LeapFrog's Alphabet Pal caterpillar, a musical pull-toy that teaches letter names, letter sounds, learning songs and colors.

o Learning toys include early reading products, such as the Fridge magnetic set products for infants and toddlers, including Fridge Phonics, a magnetic letter set designed for preschoolers and kindergarteners that teaches letter names, letter sounds and learning songs, and the Word Whammer, which challenges young learners to build three-letter words using their knowledge of letters and letter sounds. This device, targeted at children ages 4 to 6, allows them to build more than 300 words through three different modes of play called load a letter, word play and word building. These products introduce phonics, vocabulary skills, and concepts or reinforcing second-language learning to preschool children through music and interactive play.

o Learning Toy products create entry points to LeapFrog's Reading Solutions and Educational Gaming families of products.


LeapFrog was founded in 1995.


Industry experts, parenting organizations, and family magazine editors have lauded Leapfrog's consistently innovative, high-quality, technology-based learning tools. LeapFrog's products have won more than 3350 awards as of March 2008.

External links

* [http://www.leapfrog.com LeapFrog corporate webpage]
* [http://www.liveonthefly.com LeapFrog Fly pentop computer webpage]

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