LeapFrog Enterprises

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LeapFrog Enterprises, Inc.
Type Public (NYSELF)
Industry Educational toys
Founded 1994 (1994)
Headquarters Emeryville, California, US
Key people John Barbour (CEO); Michael J. Dodd (President and Chief Operating Officer); William (Bill) B. Chiasson (Chairman); Raymond Arthur (CFO)
Website www.leapfrog.com
A girl with Leapster
A girl with LeapPad

LeapFrog Enterprises Inc NYSELF (commonly known as LeapFrog) 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 infant through grade school children.


The company was founded in 1994 by Michael Wood and Robert Lally. 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.


Wood was working as an attorney for a law firm. Wood looked around for an educational toy to help his son. As there appeared to be nothing on the market at that time, Wood developed a prototype and performed cost analysis studies to ensure that the final product would not be sold at a prohibitive price.

In 1993, Wood took the prototype to Dr. Robert Calfee, a professor of education at the Stanford Graduate School of Education. Armed with Dr. Calfee's feedback, Wood refined his toy, and in 1994, developed the first toy that LeapFrog would market: the LeapFrog Phonics Desk.

1994: Founding[edit]

After raising US$800,000 to launch the company. costs were prohibitive. Nevertheless, the company soon started to develop a second toy.

1997: Expansion and acquisition by Knowledge Universe[edit]

By early 1997, LeapFrog had distribution in over 10 countries overseas and a number of major clients within the US. The company hired Brad Crawford, who formerly worked for Little Tikes, 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, CEO of Oracle Corporation. 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.

In 1998, LeapFrog acquired Explore Technologies Ltd, which developed the technology that would later be used in the LeapPad. The LeapPad was launched in 1999, and quickly became LeapFrog's flagship product.

In 1999, LeapFrog opened a new division, LeapFrog Schoolhouse, that markets their products to schools and educational institutions.


LeapFrog went public on the New York Stock Exchange on July 25, 2002. It currently trades under the symbol LF. In 2002, LeapFrog partnered with Sega Toys and Benesse Corporation 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 Explorer, a personalized learning tablet for children aged 4 to 9. The LeapPad Explorer pre-sale units sold out in the first two weeks. LeapPad hit shelves on August 15, 2011.


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:

  • 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. The LeapPad was LeapFrog's flagship product from 1999 up until it was discontinued in late 2007 (early-mid 2008 outside the US), and replaced by the Tag reading system.
  • LeapPad Explorer/LeapPad2/Ultra - The second line of LeapPad products are personalized learning tablets designed for children ages 4 to 9. The existing library of Leapster Explorer™ game cartridges and apps is cross-compatible with LeapPad. LeapPad Explorer was released on August 15, 2011. The LeapPad2 was announced in June 2012.
  • Leapster - A portable learning system for children ages 4 to 9 with a large library of cartridge games and downloadable learning apps, including e-books, videos, games and flashcards. There have been multiple incarnations of the Leapster including the initial release, Leapster2, Leapster Explorer and the upcoming LeapsterGS, which was announced in June 2012.
  • Tag Reading System- 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 children 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.
  • Leapfrog Didj - A handheld educational gaming device was phased out in LeapFrog’s pursuit to meet high-tech expectations and to support the launch of 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.
  • 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.

Licensing and partnerships[edit]

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:

Defunct partnerships[edit]

  • PorchLight Entertainment and Warner Home Video – 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 MalaysiaWheee! center of learning franchise. Defunct due to poor enrollment.

Leapfrog Learning Friends[edit]

The core set of Leapfrog Learning Friends as seen on the Learn to Read at the Storybook Factory DVD.

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.


Leap- The oldest of all five children frogs. He is the most professional at mathematics and enjoys helping his siblings and friends whenever they don't know what to do. He often needs help as well, but can always find a way. He is eight years old.

Lily- Originally only daughter and the middle child of the family until the twins were born and she is the oldest girl of the family. Like Leap, she likes to help her brother Tad when something's hard for him. She also plays the flute in one of the LeapPad Books, "Counting on Leap". She is mostly five years old.

Tad- Originally the youngest child of the family, now the middle child of the family after the twins were born. Tad is always still learning trying to find out to figure out to do. He always think ways out of the sticky situation. He is three years old since he is youngest. He's best friends many others and has a close friendship with Edison the firefly.

Major included Mr. and Mrs. Frog, the children's parents, Mr. Websley, the famous author, Professor Quigley, the teacher, as well as the kids' friends Tim, Parker, Scout, Dan, Della, Casey, Edison, and the frog twins, kids young brother and sister.

The voice of Leap was produced by Zachary Schuman. When Schuman was 10 in 1999, he started doing the voice for this character. Lily's voice is by Andrea Libman, and Tad's voice is by LeapPad creator Jim Marggraff's son, Blake Christopher Marggraff, who started providing Tad's voice in 1998 at the age of 6.

In British, the voices are provided by Susan Sheridan (Leap) and Emma Tate (Lily and Tad).


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[edit]

In 2003, LeapFrog marketed an animated DVD, Letter Factory & Talking Words Factory, whose purpose is to encourage young children to learn to read. More recently, they have expanded the series and there are now 16 different titles available.[1]

The DVDs are...

  1. Letter Factory (2003)
  2. Talking Words Factory (2003)
  3. Math Circus (2004)
  4. Talking Words Factory II: Code Word Caper (2004)
  5. Learn to Read at the Storybook Factory (2005)
  6. A Tad of Christmas Cheer (2007)
  7. Let's Go to School (2009)
  8. Math Adventure to the Moon (2010)
  9. The Amazing Alphabet Amusement Park (2011)
  10. Numbers Ahoy (2011)
  11. Sing and Learn with Us! (2011)
  12. Scout and Friends: Phonics Farm (2011)
  13. Scout and Friends 2: Number Land (2012)
  14. Scout and Friends 3: Adventures in Shapeville Park (2013)
  15. Scout and Friends 4: The Magnificent Museum of Opposite Words (2013)
  16. Letter Factory Adventures: The Letter Machine Rescue Team (2014)


In 2003, a complaint was filed charging LeapFrog with artificially inflating the stock price by issuing material misrepresentations with respect to the sales projections for fiscal year 2003. A settlement of $2300000 was reached in 2008.[2]

See also[edit]


External links[edit]