In an interview for ToyNews, the LeapFrog VP for marketing in the EMEAA Sally Plumridge says the toy market is getting more challenging and exciting. “2015 to date has been inspiring as we have gained the most amazing insight into our brand, the categories in which we are active and how well we engage with millennial parents”, she says.
Currently the company’s learning tablets are maintaining a top position for the brand and they are in the top 10 for the industry overall. Actually, the tablets were the best selling toy for 2014 outperforming all other toys, says Plumridge. “Our unique LeapFrog Learning Library hosts some of the biggest and most popular licences, from Frozen to Paw Patrol. We continue to hold the number one spot for children’s tablet software. In addition, our toy portfolio continues to grow in size and sales. We have three new additions to our range this year, which are just hitting the shelves. With marketing in place, we have high hopes for the Number Loving Oven and sales to date are looking very encouraging”, she adds.
The company has set up its own research branch for testing and choosing what new products to make. It says that LeapPad is a “roaring success”. Apart from that there are new features like Imagicards which allow kids to see their favourite characters come to life on screen with the snap of a photo as they unleash a new mode of gameplay packed with learning.
Apart from that LeapFrog is also introducing a wearable physical activity tracker designed just for kids, which encourages active and healthy play. LeapBand can be a core performer in the range, Plumridge says. “Electronic toys are driving the industry across many categories. That is because there is a huge amount of cool technology and real innovation that is inspiring and connecting with the kids of today”, she adds.
“We have a very exciting line up for later this year. We will soon have a new addition hitting our shelves called Epic, the first full featured tablet from LeapFrog with an operating system based on Android 4.4. This will take children’s tablets to a new level. Also, our line-up for 2016 already looks amazing, so watch this space”, Plumridge says.