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TABLETS: LEAPFROG Pad Men


With a place on the Dream Toys list becoming a second home, and the LeapPad Ultra surpassing expectations, 2013 is looking a tough act to follow for LeapFrog. MD and SVP EMEA & Australasia Chris Spalding tells Billy Langsworthy why 2014 can be LeapFrog’s best year yet


How was 2013 for LeapFrog, and the children's tablet sector in the UK? We had a milestone brand launch in 2013 - the Wi-Fi enabled LeapPad Ultra learning tablet. LeapPad Ultra has


already surpassed our initial forecasts and expectations, scooping up a host of awards and receiving fantastic feedback from parents, industry professionals, educators and press alike. 2013 was the third consecutive year that a LeapFrog children’s tablet has been awarded the coveted Dream Toys accolade, and the LeapPad family continues to hold the number one spot in the kids tablet market (UK NPD, October 2013) which we’re absolutely delighted about.


What does 2014 have in store for LeapFrog? We are working hard to ensure 2014 is our best year yet. Our extensive library of educator approved content is set to be extended with a host of brand new games, apps and videos, and we’re looking forward to the release of our new learning experiences, which include some of the most popular kids’ characters including Sofia The First, Moshi Monstersand Dora the Explorer, all of which help engage the children as they learn and play. Full details of the


exciting new range will be revealed in due course in true LeapFrog style, so watch this space.


The tablet market is evolving at a rapid pace,


62 January/February


what should retail expect from next year's products? We strive hard to delight both children and parents across the globe, and will be kicking off 2014 with the launch of LeapPad2 Custom Edition, embracing the hottest trend in personalisation. The top selling LeapPad 2 can now be customised in over 100 different ways so that children can make it their own. LeapPad2 Custom Edition is aimed at children aged three to nine and comes complete with a built-in front-and- back camera and video recorder, fast LF 2000 processor, an impressive 4GB memory which is enough to store 20,000 pictures and nine included apps.


How far can you take the tablet? Technology is rapidly evolving and this plays a key part in what childhood and education means for children today.


By ensuring that we


embrace this technology means that we are well equipped to invigorate our sector with ground- breaking new products every year.


So as technology


evolves, so do the features that we are able to introduce.


What is the biggest challenge you currently face in the children's tablet space? With the proliferation of new tablets in the market, the biggest challenge that parents face is to ensure that their child’s experience is safe and age appropriate.


To be successful, brands need to resonate with both children and parents through experience. Chris Spalding, LeapFrog


With our team of


Learning Experts involved in every aspect of our hard and software product experience, we will continue to cement our status as a brand that parents can trust by developing learning tablets for kids, which are safe and secure at every touch point.


Is there a risk that the children's tablet sector could become over saturated with new companies joining the market? Technology plays a key role in children’s lives and education today, and with the growth in the children’s tablet market, it is no surprise that traditional tablet-makers are adapting their offerings for children


and new products are being introduced. However, children and their needs, from both a hardware and software perspective, are different to those for adults. To be successful in this


market brands need to resonate with both children and parents through experience. We work hard to


ensure that LeapFrog stands out in the tablet market as a brand which parent’s trust to provide their children with the best


educational entertainment. LeapPad Ultra, the number one children’s tablet in the UK, is a prime example of the innovative, age- appropriate technology we provide.


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