techtoys face-to-face
Another Leap forward Sally Plumridge of LeapFrog spoke to Toy World about the company’s latest entry into the tablet market, the LeapPad Ultra.
The LeapPad Ultra has launched in the UK. What does this launch mean to LeapFrog and the Youth Electronics category? LeapPad is the No.1 tablet in the market YTD, and has been for the last two years, so it is a tremendously proud moment for us to be announcing LeapPad Ultra. LeapPad Ultra has been designed to make a bold impact on arrival to the toy market. It delivers the fi rst class educational entertainment experience you expect from LeapFrog but also demonstrates how, as a business, we faithfully listen to our customers’ feedback to produce new innovations that show complete understanding of family needs and lifestyles. We have added even more features, including the kid-safe Wi-Fi web browsing. LeapPad Ultra also boasts a sleek new design, a seven-inch touch screen, peer-to-peer gaming and 8 GB of storage for photos which adds up to 40,000 photos, apps, videos and more. We are confi dent we will see it top of the children’s Christmas wish list this year.
What makes the new LeapPad Ultra different to its predecessors and competitors? We proudly call it the ultimate kids’ tablet. We have managed to squeeze in even more features to this device which is supported by our unique library of over 500 high-quality learning experiences; each designed and approved by LeapFrog’s learning experts. All of our content is built against a proprietary curriculum of 2,600 skills across maths, reading, science, creativity and more. LeapPad Ultra’s stand out feature is LeapSearch a proprietary kid-safe
web browser that allows children access and explore pre-approved internet content selected by our educators in a closed, secure environment, giving parents peace of mind from the moment the product is out of the box. The new tablet also boasts kid-safe peer-to-peer play, where children can challenge their friends across devices when two or more Ultra tablets connect locally. Whilst the original LeapPad, LeapPad2 and LeapPad2 Power boast fi ve inch screens, the LeapPad Ultra boasts a seven-inch Duo Tech, high-resolution touch screen which means it is fi nger swipe friendly and also able for stylus use. It also has a long-lasting rechargeable battery, and 8GB of storage for photos which means it stores 40,000 apps, videos and much more.
What kind of marketing support has the launch received in the UK? An integrated marketing plan will include a heavyweight TV advertising programme, online display activity as well as a wider PR campaign incorporating product trials and reviews, retail partnerships, and a robust social media campaign. This multi-platform approach ensures we can maximise awareness of LeapPad Ultra’s arrival and really celebrate all of its unique features.
What has retailer reaction been like so far? Retailer previews across the globe have been overwhelmingly positive and even before its sale release here in the UK, it has been tipped to consumers as a ‘must have’ item for Christmas 2013 by key retailers such as Hamleys and The Entertainer. We are delighted to see such an initial appetite for LeapPad Ultra straight off the back of its launch.
40 Toyworld
Aiming for the top Nick Mowbray of Zuru spoke to Toy World about how the company got started, the lowdown on Robo Fish, and what’s coming next.
Tell us about the background to Zuru? Zuru started in New Zealand as a school project. The company has grown rapidly, and now has over 120 employees across four offi ces. We also own our own factory with 450 people who make around 7% of our overall production for our value brand, X-Shot. Our brands are TV advertised and distributed in over 80 countries, and in almost every major retail channel globally. We have three key facets to our business: 1) We are have innovative, TV-marketed lines with Zuru owned IP such as Robo Fish. 2) Low cost, licensed impulse lines driven by point-of-sale marketing such as Avengers and Spiderman. 3) Our value brands such as X-Shot. In all areas we have a different approach, and have allowed for a solid growth platform across multiple brands. We wake up every day and ask how we can be even better? An example of this is with X-Shot where we are pushing to be the leading value brand globally in the blaster category. In order to do this, we are constantly lifting our levels in design, function and improving effi ciencies, and becoming more vertical. In other words, we operate our own 100% foreign-owned factory just for X-Shot so we can continue offering product equal in design and function to the market leader, but at a huge value and much lower price points. In our marketing- and TV-driven lines we are constantly trying to bring out lines
with true ‘wow factor’ combined with new technologies and innovation different to anything that has ever been on the market. Over the next 12 months we will be launching around four more brands in this area.
Why did you choose to enter the toy market? We stumbled into the market, due to a school science fair that my brother Mat won, when he was 12, with a model hot air ballon. After that we would make kits of the balloons and sell them at festivals, door-to-door and to small shops, etc. We really had no clue how the industry operated or what it would take, but what we did know is that if we were serious about becoming a global player we would need to move to China.
I guess from this perspective our business is a little unique as we have based our two major offi ces out of Shenzhen (design, R&D, creative) and Gunagzhou (head offi ce), where we do a lot of things most other toy companies do in the western world. For example, our product design, creative work and engineering is all done in China.
Robo Fish is obviously a key line for you in 2013. How has it been performing around the world? Robo Fish has become a monster for us, and it shows how true innovation with unique marketing and strong point-of-sale can create success. We are shipping over 45,000 Robo Fish per day, and it continues to build momentum. Since launching six months ago we have shipped over 8m peices. In every country it has launched it has gone straight to the top. As a result of the success, we are having to undergo legal proceedings against a number of copies that are coming into the market. We have substantial development plans for the line, and will continue innovating and aggressively pursuing companies infringing our IP so we can keep the brand going for a number of years.
What has the trade reaction been to Robo Fish in the UK?
Very strong. We have most major retailers on board and fi rst results with TV have been very good. Zuru is looking after the major accounts, with Tobar acting as our domestic supplier to the rest of the trade. We also have a massive TV campaign this year with 3 Flights.
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