Edu-phibian
Hopping from product to product, Leap Frog's founder makes learning lighthearted and lands his toys on store shelves everywhere.
Vital Stats: Michael Wood,
49, of Emeryville, California-based Leap Frog
Company: Manufacturer of
electronic learning toys and products started in 1995
2001 Projections: $290
million
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Kid-Tested, Father-Approved:
"My son inspired the first game. When he was 3 years old, he
would play with a little wooden alphabet puzzle. But I wanted to
teach him that letters make sounds, so I took a chip from a talking
greeting card and put it in a big, squeezable 'B,' then an
'A,' then a 'T.' A lot of our products were
developed in [response] to things my own kids were having trouble
learning."
Risky Business: "Our
first two products went to market in 1995 when I made an offer to a
buyer at Toys 'R' Us, and he said, 'If you can make
them at that low a price, we'll buy 60,000.' It took Toys
'R' Us some courage to place that order with a brand-new
company."
Even Better Than the Real
Thing: "We're able to take something basic and
familiar like a book and make it come alive. It's also better
than having kids stuck staring at a computer screen."
Growing Up: "Now we
also have products that address specific needs for older kids, such
as our Twist and Shout multiplication [toy]. Kids can twist and
bang the dials and buttons-it has a little beat, and they can quiz
themselves on their multiplication tables. We take stuff kids need
to learn and present it in a fun, engaging way."
Better Patent Those Genes:
"My dad came up with an idea for an automatic soda can
smasher. He actually had one built, but he never got around to
selling it. Something must run in our blood."
Contact Source
Leap Frog
(510) 420-5000, www.leapfrog.com