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
children from infancy through grade school. The company was founded by
Michael Wood and Robert Lally in 1994. John Barbour is the chief executive
officer of LeapFrog. History
= Founding: 1994-1997 = The history of LeapFrog traces back to
the late 1980s when LeapFrog co-founder Michael Wood, an attorney at Cooley LLP,
had difficulties teaching his son how to read. He began researching phonics and
marketing while continuing as a partner at Cooley. By 1994, Wood had developed
the first prototype of what would become Phonics Desk, LeapFrog's first product.
The prototype utilized a Texas Instruments chip that was previously
used by one of Wood's clients to develop talking greeting cards. Wood solicited
feedback on his prototype from Robert Calfee, an expert on children’s reading
development and a professor of education at the Stanford Graduate School of
Education. Wood began manufacturing the Phonics
Desk in 1995. That year, Wood resigned as a partner at Cooley LLP and founded
LeapFrog Enterprises with Robert Lally. The company received $800,000 in seed
funding from friends, family, and former clients of Wood. Toys "R" Us became the
first major retailer to carry the Phonics Desk shortly before Christmas
1995. Other retailers such as FAO Schwarz and Target later began carrying
the toy. = Expansion and acquisition by Knowledge
Universe: 1997-2002 = LeapFrog had distribution in over 10
countries and a number of major clients in the US by early 1997. In March of
that year, the company hired Brad Crawford, who formerly worked for Little
Tikes, to oversee sales and manufacturing. Knowledge Universe
acquired a majority stake in LeapFrog in October 1997. Knowledge Universe is an
education company founded by brothers Lowell and Michael Milken, Larry
Ellison, and Tom Kalinske. LeapFrog subsequently merged with Knowledge
Universe's Knowledge Kids division. Kalinske, a former executive at Mattel,
became LeapFrog chief executive officer as a result of the merger.
LeapFrog acquired Explore Technologies in August 1998. Explore Technologies
produced the Odyssey Globe, an interactive globe that could call out
the names of countries when users touched the globe with a specially
designed stylus. Explore Technologies' stylus technology was later used in
LeapFrog's LeapPad, a learning tablet that sounds out words when users drag a
stylus across a word in LeapPad books. The LeapPad launched in 1999 and became
Leapfrog's flagship product. It was the top selling toy in the US for the years
2001-2002 and books and accessories for the device were the best selling toy in
the US in 2003. LeapFrog opened its LeapFrog Schoolhouse division, which
markets LeapFrog products directly to schools, in 1999.
= Going public: 2002 - present = LeapFrog co-founder Michael Wood became
the company's chief executive officer in early 2002. In July, LeapFrog went
public on the New York Stock Exchange under the ticker symbol LF. Knowledge
Universe retained majority control of the company following the initial public
offering. Sega Toys and Benesse also began producing LeapFrog toys localized
for the Japanese market in 2002. LeapFrog products were sold in more than
25 countries by 2003. Tom Kalinske was appointed LeapFrog chief executive
officer following Michael Wood's retirement in February 2004. Kalinske
had previously served as LeapFrog's chief executive officer from the
company's acquisition by Knowledge Universe in 1997 until early 2002. Wood
was retained as the company's chief creative officer. Jeffrey G. Katz
replaced Kalinske as LeapFrog chief executive officer in 2006. Katz was
previously the founding chairman and chief executive officer of Orbitz and
had served on the LeapFrog board for a year prior to becoming the chief
executive officer of LeapFrog. Kalinske remained vice chairman of LeapFrog.
LeapFrog discontinued the LeapPad and released its Tag Reading System in June
2008. Tag became LeapFrog's flagship product and was a successor to the
10-year-old LeapPad. The company released its Leapster2 portable learning
system and its Didj educational handheld game console in July 2008.
William "Bill" Chiasson replaced Jeffrey Katz as LeapFrog president and chief
executive officer in March 2010. Chiasson had most recently served as
LeapFrog chief financial officer. Katz was appointed to the newly created
position of executive chairman of the board. LeapFrog also released the
Leapster Explorer educational handheld game console in 2010. The Leapster
Explorer was the successor to the Leapster2, and was targeted toward older
children. The console supports online game play as well as learning apps,
e-books, and videos. John Barbour was named the chief executive officer of
LeapFrog in March 2011. Barbour previously served as an executive for
Toys "R" Us and RealNetworks. LeapFrog released the LeapPad Explorer
educational tablet computer in 2011. The LeapPad Explorer was designed for
children aged four to nine and contained a five-inch touch screen, camera,
microphone, and both downloadable apps and cartridge-based games. In 2012,
LeapFrog released its updated LeapPad2 and LeapsterGS. The LeapPad Ultra tablet
computer and LeapReader were launched in 2013. The LeapReader is an electronic
reading and writing and writing system that succeeded the Tag Reading System
which only taught reading skills. The company released LeapBand, its first
wearable activity tracker for children, in 2014. LeapFrog also released its
LeapPad3 and LeapPad Ultra XDi tablet devices in 2014. In July 2014, the
company announced the release of LeapTV. In August 2015, the company announced
LeapFrog Epic, its new Android-based tablet for children, which was released
in September 2015. 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: LeapFrog Epic - An Android-based tablet
for children ages 3–9. The tablet runs on the Android 4.4 operating system,
with a quad-core processor, 7" multi-touch capacitive screen, front and
back camera, video recorder, 16GB of memory and a battery that lasts for 6
hours. The product was released in September 2015 and its MSRP is
US$139.99. LeapTV - A TV connected video game
console that uses motion control. The console has a TV connected camera that
tracks motion control of both the controller and the player's body. It has
games available in cartridge or download form. The console's release was
announced in July 2014 and ended up launching just four months later in
September. LeapTV is aimed at ages 3–8. It was not a successful product however.
As of January 2015, it seems to have disappeared from stores. If not, it has
been marked down to around 85 dollars currently.
LeapBand - A wearable activity tracker for children aged 4–7. LeapBand is a
wristband that gives commands like "wiggle like a worm" or "pop like
popcorn." Children accrue points by completing these tasks and playing games
included with the tracker. Points can be redeemed to unlock new content on the
device. LeapReader - A specially designed stylus
that reads audio books aloud and teaches basic writing skills. The device is
similar to LeapFrog's Tag Reading System, although the Tag system did not
teach writing skills as does LeapReader. LeapReader was released in July 2013.
LeapPad ExplorerUltraUltra XDi Tablets - The second line of LeapPad products are
personalized learning tablets designed for children ages 4–9. When children set
up the LeapPad, they enter their grade level and LeapPad automatically adjusts
its games and applications to that grade level. The existing library of Leapster
Explorer game cartridges and apps is cross-compatible with LeapPad. LeapPad
Explorer was released in August 2011. The LeapPad2 was released in August
2012. The LeapPad3 and LeapPad Ultra XDi were released in 2014.
Leapster Explorer - A portable learning system for children ages 4–9 with a
large library of cartridge games and downloadable learning apps, including
e-books, videos, games and flashcards. The original Leapster was released in
2003. The company subsequently released the Leapster 2 and Leapster Explorer.
The Leapster GS was released in August 2012.
Tag Reading System - A specially designed stylus that has a small
infrared camera at the tip that "reads" letters, words and symbols printed on
the special dot-patterned pages of books in the Tag library. The system is
designed to help children ages 4–8 learn to read. The company released Tag
Junior, a system designed for children ages 1–4, in 2009.
My Pal Scout - A customizable plush toy that can be programmed with various
songs and the owner's name and preferences. Additionally, LeapFrog
produced various other toys, including toy vehicles, interactive plushes and
toys for the infant market. LeapFrog later released Read with Me Scout, a
plush toy that can read aloud books from its product line.
The original LeapPad – A series of now-discontinued educational devices.
The products in this family varied in design, but all accepted an insertion
cartridge to be used with a book that was placed in the device. The cartridge
was activated when a child used a specially designed stylus to touch
pictures, words, and shapes in the book. The device would then sound out touched
word, name the shape, or relay information about the picture. The
LeapPad was LeapFrog's flagship product from 1999 until it was discontinued in
late 2007. It was replaced as LeapFrog's flagship product by the Tag reading
system. Smartphone applications
Leapfrog also develops educational applications for smartphones. These apps
include: 'Scout's ABC Garden' App - An iPhone,
iPod Touch and iPad application that was released in April 2011. he app
encourages children to explore letter names and sounds step-by-step, and each
child's experience can be customized based on his or her name, favorite food,
favorite color and favorite animal. Creativity Camera - An iPhone and iPod
Touch application that allows children to take and edit pictures. The
application also contains an augmented reality game where users can take
pictures of imaginary fairies. Creativity Camera comes with a
child-friendly phone case that is shaped like a camera. The app and phone case
were launched in 2013. Mr. Pencil: Learn to Write - An iPhone,
iPod Touch, and iPad application that works with a stylus accessory to teach
users basic writing skills. The app was released in 2013.
Licensing and partnerships In addition to producing their own toys,
LeapFrog also licenses their characters to third parties:
Kiddieland Limited produces ride-on toys, tricycles and scooters
Masterpieces Puzzles produces jigsaw puzzles
Learning Horizons produces books and various stationeries
LeapFrog also has partnerships with various companies:
Sega Toys and Benesse produce localized version of the toys for the Japanese
market. Macromedia co-developed the Leapster
handheld gaming console. Lionsgate Home Entertainment has
released Leapfrog Learning DVDs series of educational DVDs since 2009,
beginning with Let's Go To School. Warner Home Video released LeapFrog
Learning VHSs and DVDs until 2007. PorchLight Entertainment produced all
LeapFrog Learning DVDs prior to 2008. PorchLight Home Entertainment released
LeapFrog: A Tad of Christmas Cheer in 2007.
LeapFrog Learning Friends 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. Characters include
Leap, Lily, Tad, Della, Dot, Mr. Frog, Mrs. Frog, Mr. Websley, and Professor
Quigley. Most of the characters are discontinued since 2008. The current
characters are Leap, Tad, Lily, Cousin Toad, Matilda, Burfder, and Quigley.
In addition, Leapfrog has introduced the Scout and Friends animated DVDs
featuring Scout the Puppy and his friends Violet the Puppy, Penny the
Hamster and Eli the Cat, along with their sentient car Axle. The Scout and
Friends series currently has 4 episodes, and they frequently feature other
characters to help the friends learn about various concepts.
Awards In 2003, LeapFrog marketed animated
DVDs, Letter Factory & Talking Words Factory, whose purpose is to encourage
children to learn to read. More recently, they have expanded the series
and there are now 16 different titles available. Similar to Barney & Friends,
Kidsongs, Sesame Street and Teletubbies on PBS, LeapFrog is an early educational
program designed for children in the 2-10 year old age group.
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 Toy Insider's 2010 Hot 20 and
FunFares's 2010 Hot Dozen lists. Animated DVDs
Letter Factory Talking Words Factory
Math Circus Talking Words Factory II: Code Word
Caper Learn to Read at the Storybook Factory
A Tad of Christmas Cheer Let's Go to School
Math Adventure to the Moon The Amazing Alphabet Amusement Park
Numbers Ahoy Sing and Learn with Us!
Scout and Friends: Phonics Farm Scout and Friends 2: Number Land
Scout and Friends 3: Adventures in Shapeville Park
Scout and Friends 4: The Magnificent Museum of Opposite Words
Letter Factory Adventures: The Letter Machine Rescue Team
Letter Factory Adventures: Counting on Lemonade
Letter Factory Adventures: Amazing Word Explorers
Letter Factory Adventures: The Great Shape Mystery
See also Educational software
Interactive children's books References
External links LeapFrog corporate webpage