LeapFrog Enterprises, Inc.: Learn Something New Every Day! campaign
Kevin TeagueOVERVIEW
Frustrated by the lack of educational toys, in 1995 Mike Wood, a California attorney, rewired a talking greeting card to help his son differentiate between phonetic sounds. Soon afterward Wood founded LeapFrog Enterprises, Inc., to fill what he considered a void in the $34 billion toy industry, which was dominated by the companies Mattel and Hasbro. While competitors focused on movie-licensed toys or one-hit products such as Beanie Babies, LeapFrog concentrated on high-quality educational toys. By 2001 LeapFrog had developed more than 100 products and recorded $222 million...