LeapFrog 2012 Annual Report Download - page 11

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content and music collections such as Barbie, Dora the Explorer, Kidz Bop and Thomas the Tank
Engine. Our apps cover topics such as creativity through art, music and imaginative play, as well as
school basics through mathematics, reading and writing, geography, life skills, and sciences, among
others. Our apps are exclusively compatible with LeapFrog multimedia learning platforms.
•Books: The Tag and Tag Junior library of more than 80 books, maps and games is designed to
guide children through their learn-to-read journey, from their early exploration of board books with
Tag Junior through Tag adventures that bring reading skills to life. These books, maps and games
feature LeapFrog-owned characters and popular licensed characters as well.
Learning Toys:
Our learning toys are intended to support development of a number of important skills for infants and young
children, including phoneme, letter, number and color recognition, musical awareness and fine motor skills.
Learning toys, because of their low price points and younger audience, create customer entry points to the
LeapFrog brand that facilitate graduation to our multimedia learning platforms.
•Touch Magic: Our Touch Magic line of interactive toys, which encourages learning and
exploration through intuitive touch technology, was launched in 2012. These unique touch-enabled
toys bring colorful graphics and popular themes together to deliver a fun, interactive experience. The
Touch Magic line introduces early literacy, musical creativity, numbers and early vocabulary. The
portfolio includes Touch Magic Learning Bus, Touch Magic Rockin’ Guitar, Touch Magic Counting
Train and Touch Magic Discovery Town.
•Scout Collection: Our Scout Collection, launched in 2009, is a line of learning toys themed
around our proprietary Scout and Violet puppy dog characters. The line includes My Pal Scout and
My Pal Violet, customizable, interactive plush puppies intended for children as young as six months
old that are web-enabled and connect to the Learning Path. The line also includes Scribble & Write,
Chat & Count, and My Own Leaptop, which teach skills including early handwriting, counting,
alphabet and animal names. In 2012, we added My Talking LapPup, which provides kids age6–24
months with exposure to shapes, colors and numbers, and the Scout-themed Learn & Groove Music
Player, with 20 upbeat songs that encourage children to explore and learn on the go.
•Other Products: We also have a general line of learning toys which includes the new 2012
launches of Letter Factory Phonics, Animal Adventure Learning Table, AlphaZoo Spinner, Poppin’
Play Piano, and Musical Counting Pal. These join our existing line of learning toys that includes
Shape & Sharing Picnic Basket, My Discovery House, and Lettersaurus, among others.
Online Services:
•LeapFrog Learning Path: The Learning Path is a web-based service that we introduced in the
U.S. and Canada in 2008 and in the United Kingdom in early 2009. The core of the Learning Path
is an online tool that helps parents track what their children are learning with our connected
products. Parents are able to ‘‘see the learning’’ and gain personalized insight into their child’s
learning progress. The Learning Path gives our consumers access to a variety of downloadable
content and to online rewards programs that encourage learning.
The Learning Path combines our proprietary curriculum and technology with the power of the web
to bring new levels of engagement, customization and personalization to LeapFrog products. The
Learning Path builds direct one-to-one customer relationships with parents by empowering them
with personalized feedback about their children’s learning progress and by suggesting specific
LeapFrog products that will further develop their children’s skills. The Learning Path is a key
component of our strategy to build direct relationships with parents, keeping them engaged with us
as their children grow.
We believe that the Learning Path adds value to all of our connected products and expands our
relationships with existing customers by allowing us to provide personalized product
recommendations and other relevant information. Many of our products, including LeapPad2,
LeapPad, LeapsterGS, Leapster Explorer, Tag and Tag Junior multimedia learning platforms, and My
Pal Scout, My Pal Violet and My Own Leaptop are designed to connect to the Learning Path.
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