LeapFrog 2009 Annual Report Download - page 14

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on younger children, create customer entry points to our Interactive Reading and Educational Gaming product
families. Our learning toy strategy centers on products that are designed to “age up” with our child end users.
• Launched in 2009, our Scout collection is a line of toys themed around our proprietary Scout puppy dog
character and targets children ages six months and up. The line includes My Pal Scout and My Pal
Violet which are customizable, interactive plush puppies that are web-enabled and connect to the
Learning Path. The line also includes Text & Learn, Scribble & Write and Chat & Count.
• Our Zippity learning system, or Zippity, is a TV-based gaming system with an interactive mat and
oversized joystick that uses full-body movement to play educational games. Zippity is a co-branded
product with Disney, has eight built-in games and three interactive software-based games, and it is
integrated with Learning Path. Zippity was introduced in 2009 and targets children ages three to five.
• Our Fridge Collection was introduced in 2003 and is a line of magnetic toys that teaches letter names,
letter sounds, spelling, and learning songs to children ages 12 months and up. The line includes Fridge
Phonics Magnetic Alphabet, Fridge Words Magnetic Word Builder, Fridge Farm Magnetic Animal Set,
and Fridge Wash & Go Magnetic Vehicle Set.
• Our Learn & Groove Collection features bilingual musical learning toys, including the popular Learn &
Groove Musical Table, Alphabet Drum, Counting Maracas, Animal Sounds Guitar, and Medley
Microphone. The Learn & Groove Collection was introduced in 2002 and targets children ages six
months and up.
• Clickstart, My First Computer, launched in 2007, introduces computer and preschool skills by turning
any TV into a child’s first computer. Clickstart features four built-in games, and has a cartridge slot for
additional titles. We introduced five new Clickstart titles in 2008 including “Cars” by Pixar and
“Thomas and Friends” by HIT Entertainment.
• We also have a line of products that address basic learning needs and milestones which includes
Alphabet Pal, Sing & Spin Alphabet Zoo and our new Counting Candles Birthday Cake.
LeapFrog Learning Path:
In 2008, we introduced a web-based service, the LeapFrog Learning Path, or Learning Path, in the United States
and Canada. 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.
The core of Learning Path is an online tool that helps parents track what their children are learning with our
web-connected products including the Tag and Tag Junior reading systems, Leapster platform and Didj platform.
Parents can “see the learning” and gain personalized insight into their child’s learning progress. Learning Path
gives our consumers access to a variety of downloadable content and to online rewards programs that encourage
learning. We believe that Learning Path adds value to all of our connected products and expands our
relationships with existing customers by providing consumers with personalized product recommendations and
other relevant information. My Pal Scout and My Pal Violet, customizable plush puppies, from our Scout
collection of learning toys serve as the earliest entry point to Leaning Path.
LeapWorld was introduced on a limited basis in 2009, and is the latest addition to our Learning Path strategy.
LeapWorld is an online learning world for children that enriches the LeapFrog product experience and increases
engagement with our products by allowing children to play online games, customize their offline game
experience, access new content, watch trailers for new games and view demonstrations. Currently compatible
with Leapster2, LeapWorld will be introduced more broadly in 2010 and will also be compatible with additional
LeapFrog products.
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