Leapfrog Enterprises
Encyclopedia
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
. 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.
History
The company was founded in 1995 by Michael Wood, a Stanford UniversityStanford University
The Leland Stanford Junior University, commonly referred to as Stanford University or Stanford, is a private research university on an campus located near Palo Alto, California. It is situated in the northwestern Santa Clara Valley on the San Francisco Peninsula, approximately northwest of San...
, University of California, Berkeley
University of California, Berkeley
The University of California, Berkeley , is a teaching and research university established in 1868 and located in Berkeley, California, USA...
, Haas School of Business
Haas School of Business
The Walter A. Haas School of Business, also known as the Haas School of Business or simply Haas, is one of 14 schools and colleges at the University of California, Berkeley....
(MBA, 1979) and University of California, Hastings College of the Law
University of California, Hastings College of the Law
University of California, Hastings College of the Law is a public law school in San Francisco, California, located in the Civic Center neighborhood....
(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 library of software titles, covering subjects including phonics, reading, writing, and math for grade school children.
Conception of the idea
The idea to develop Leapfrog had already been in Wood's mind since the 1980s. At that time, Wood was an employee of Cooley Godward, a law firm representing various high-tech companies, with Wood often representing entrepreneurs securing financing for start-ups. However, Wood did not actively develop the idea up until the point when his son, Matthew, was three years old. While able to recognize the alphabet at that age, Matthew had trouble connecting the name of the letters to the sound the letters made. Wood could not find any suitable teaching aid to help his son, and realized that he might be able to obtain a solution from one of his clients. He found his solution in a client who was investing in integrated circuit technology being developed at Texas Instruments that was being actively used in musical and talking greeting cards. Wood then started his research, spending four years performing focus groups on mothers. He also had a prototype developed and conducted research on the manufacturing costs to ensure that it would have a viable market price. Finally, he met with a buyer from Toys R Us to determine interest in the toy.In 1994, Wood took the prototype to Dr. Robert Calfee, a professor of education at the Stanford University School of Education
Stanford University School of Education
The Stanford University School of Education , is one of the seven schools of Stanford University. It is the second-oldest school of education in the United States, after NYU...
. 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: The founding of Leapfrog
Mike Wood pitched his ideas to his relatives, as well as to friends and to his clients. He garnered US$800,000 to launch the company, with the Phonics Desk being the first product to be marketed. It sold well, however the company was plagued with issues delivering the product. Nevertheless, demand for the product was strong, and the company started to develop its second phonics 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
Larry Ellison
Lawrence Joseph "Larry" Ellison is the co-founder and chief executive officer of Oracle Corporation, one of the world's leading enterprise software companies. As of 2011, he is the third wealthiest American citizen, with an estimated worth of $33 billion.- Early life :Larry Ellison was born in the...
, CEO of Oracle Corporation
Oracle Corporation
Oracle Corporation is an American multinational computer technology corporation that specializes in developing and marketing hardware systems and enterprise software products – particularly database management systems...
. 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
Mattel
Mattel, Inc. is the world's largest toy company based on revenue. The products it produces include Fisher Price, Barbie dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls, board games, and, in the early 1980s, video game consoles. The company's name is derived from...
.
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
LeapPad
LeapPad is an electronic interactive children's book platform for children aged 4–8 produced by LeapFrog Enterprises from 1999 to 2008. Various models of the toy were released up until 2008 when the Tag reading system superseded it.-Development history:...
. 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 ExchangeNew York Stock Exchange
The New York Stock Exchange is a stock exchange located at 11 Wall Street in Lower Manhattan, New York City, USA. It is by far the world's largest stock exchange by market capitalization of its listed companies at 13.39 trillion as of Dec 2010...
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, 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:- LeapPadLeapPadLeapPad is an electronic interactive children's book platform for children aged 4–8 produced by LeapFrog Enterprises from 1999 to 2008. Various models of the toy were released up until 2008 when the Tag reading system superseded it.-Development history:...
– 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 ExplorerLeapsterThe Leapster Learning Game System is an educational handheld game console aimed at 4 to 10 year olds , made by LeapFrog Enterprises. Its games teach the alphabet, phonics, basic math , and art and animal facts to players...
- 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 SystemTag (LeapFrog)Tag is a pen-shaped book reader onto which audio from specific books can be downloaded. Then, the pen can be scanned across the corresponding paper book so that the pen reads it aloud. The user can also play various games through this technique. LeapFrog Enterprises introduced it as the successor...
- 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.
- DidjDidjDidj may refer to:* Didgeridoo, an Australian wind instrument* Leapfrog Didj, a handheld game console made by LeapFrog Enterprises...
- 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.
- MacromediaMacromediaMacromedia was an American graphics and web development software company headquartered in San Francisco, California that produced such products as Flash and Dreamweaver. Its rival, Adobe Systems, acquired Macromedia on December 3, 2005 and controls the line of Macromedia...
– Co-developed the Leapster handheld system. - Lionsgate Home EntertainmentLionsgate Home EntertainmentLionsgate Home Entertainment is the home video and DVD distribution arm of Lions Gate Entertainment and most former Artisan Entertainment releases. Its library of more than 8000 films owes some of its size to output deals with other studios...
– Produced Leapfrog Learning DVDs series of educational DVDs from 2009 onwards, beginning with Let's Go To School.
Defunct partnerships
- Porchlight EntertainmentPorchLight EntertainmentPorchLight Entertainment, Inc. is an American production company founded in 1995 by Bruce D. Johnson and William T. Baumann. It dedicates in television production and animation...
and Warner Home VideoWarner Home VideoWarner Home Video is the home video unit of Warner Bros. Entertainment, Inc., itself part of Time Warner. It was founded in 1978 as WCI Home Video . The company launched in the United States with twenty films on VHS and Betamax videocassettes in late 1979...
– 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
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 contentA non-exhaustive list of characters follows:
Main characters
- Leap : The main character for various toys targeted at older audiences. He also serves as a guiding light, with Lily, to Tad.
- Lily : Leap and Tad's sister. Lily toys are designed to appeal to a wide range of audiences. Like Leap, Lily also serves as a guiding light to Tad.
- Tad : The youngest in the family. Tad is designed with younger audiences in mind and thus most toys and titles that feature Tad are targeted for younger audiences.
- Scout : Introduced in the ClickStart My First Computer toy as Tad and Dot's pet dog. Scout proved to be extremely popular and various toys featuring his likeness soon appeared. He will return in new videos that will premier in 2011 as Tad and Lily's pet dog. LeapFrog now features Scout within videos and various toy products.
- Violet : The female counterpart of Scout meant to appeal to girls. In canon she is Scout's friend. She was introduced alongside My Pal Scout in the My First Scout range of toys.
- Casey : A cat, normally depicted as part of Leap and Lily's clique. However a baby version of the character was later introduced and featured along with Tad for the LeapFrog Baby line of toys
- Mr. Pencil : This animated pencil character appears in various LeapFrog games and books. It provides direction to kids on how to write and draw.
- LeapSchool : LeapSchool is a new property from LeapFrog that incorporates skills kids learn in and outside of the classroom. It features a variety of new characters.
Friends
- Della : A duck, normally depicted as part of Leap and Lily's clique
- Dan : A dog, normally depicted as part of Leap and Lily's clique
- Parker : A pig, normally depicted as part of Leap and Lily's clique. However a baby version of the character was later introduced and featured along with Tad for the LeapFrog Baby line of toys.
- Tim : A turtle, normally depicted as part of Leap and Lily's clique
- Dot : A dog, normally depicted as part of Tad's clique
Grown ups
- Mr. Frog : Leap, Lily and Tad's father. In the Learning DVDs, He works as an engineer/architect who builds factories commissioned by Mr. Websley.
- Mrs. Frog : Leap, Lily and Tad's mother
- Grandpa Frog : Leap, Lily and Tad's grandfather
- Mr. Websley : Unique to the Learning DVDs, Mr. Websley is Della's father who runs a publishing business, and is Mr. Frog and Professor Quigley's boss.
- Professor Quigley : A bespectacled lab rat. He is a scientist. In the Learning DVDs, he works alongside with Mr. Frog to develop the technology Mr. Websley demands.
Other characters
- Edison : A fireflyFireflyLampyridae is a family of insects in the beetle order Coleoptera. They are winged beetles, and commonly called fireflies or lightning bugs for their conspicuous crepuscular use of bioluminescence to attract mates or prey. Fireflies produce a "cold light", with no infrared or ultraviolet frequencies...
- Alphabet Pal : A caterpillarCaterpillarCaterpillars are the larval form of members of the order Lepidoptera . They are mostly herbivorous in food habit, although some species are insectivorous. Caterpillars are voracious feeders and many of them are considered to be pests in agriculture...
friend of Tad's
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
- The Letter Factory (2000)
- The Talking Words Factory (2001)
- Math Circus (2003)
- The Talking Words Factory 2: Code Caper Words (2005)
- Read-Me Story with Storybook Factory (2006)
- A Tad Of Christmas Cheer (2008)
- Let's Go School (2009)
- Math Adventures to the Moon (2010)
- Numbers Ahoy (2010)
- Amazing Alphabet Amusement Park (2011)
Awards:
According to LeapFrog.com, LeapFrog has won more than 650 awards for innovation in learning toys and systems.