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