China Toy Fair

Scholastic Media Launches The Magic School Bus LeapFrog Game

Scholastic Media announced a new addition to its global children’s science franchise The Magic School Bus with the release of The Magic School Bus: Oceans for LeapFrog’s award-winning LeapPad and Leapster Explorer; the cartridge game will be available for retail in August for $25. LeapFrog will also have The Magic School Bus: Dino Shuffle app available for download in the LeapFrog App Center for $7.50.

Designed for children ages 5-8, The Magic School Bus: Oceans teaches young gamers hundreds of facts about ocean life through trivia challenges and seven games. Players can earn badges by performing well in games or trivia challenges, and can redeem these badges for additional features—like decorations for the bus or a customized Magic School Bus driver’s license—through the LeapFrog Connect Application.

Based on the best-selling Scholastic book series written by Joanna Cole and illustrated by Bruce Degen, The Magic School Bus television series has been broadcast in more than 35 countries in 16 languages. With more than 60 million books in print, the brand has won many industry awards, including two Emmys for Lily Tomlin’s portrayal of Ms. Frizzle in the TV series, five CINE Golden Eagles, and an Annenberg Public Policy Center Award.

This post was originally written by Loren Moreno and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Top Toy Trends This Holiday Season, According to Target

This holiday season there will be nearly 7,000 toys featured in Target stores and on Stephanie Lucy, vice president of merchandising at Target, shares what she thinks will be the five key toy trends this season and the hot toys that match them.


“One of the key items we selected is Fijit Friends. You look at Fijit and the ability to put it in dance mode, and the voice-recognition and built-in responses. Also, Let’s Rock Elmo is interactive for a much younger child, but we believe interactivity is important.”

[Read more...]

LeapFrog Releases Leapster Explorer Learning Experience

LeapFrog Enterprises, Inc., is releasing the Leapster Explorer Learning Experience, a combination of handheld and online educational gaming geared toward children ages 4 to 9. The Leapster Explorer features a hi-res touch screen, a click-in camera accessory, and supports downloadable Leaplet Learning Apps, which include e-Books and videos. The Leapster Explorer will store information about the child’s progress, and game play and activities can be adjusted for customized curriculum and pacing.

Cartridge games for the Leapster Explorer will range from literacy skills to mathematics to music using a variety of characters, such as Disney Princesses and Dora the Explorer. Children can also use Leapster Explorer to connect to LeapWorld, an online component that is only accessible through the LeapFrog connect application.

The Leapster Explorer will be in stores July 15 with 12 cartridge games and 18 Leaplet Learning Apps. More than 40 different learning play experiences will be available by the end of the year. It will retail for $69.99 and will be available in green or pink, with cartridge games retailing at $24.99.

New LeapFrog DVD: Math Adventure to the Moon

LeapFrog and Lionsgate Home Entertainment are releasing a new math DVD, LeapFrog: Math Adventure to the Moon. The DVD, for preschoolers, takes viewers on an educational mission to the moon where they will learn early math skills such as counting, sorting, and addition.

Kids join Tad and Lily as they search for moon rocks. With some magical help from their firefly friend Edison, they board a rocket ship to the moon. Soon they learn that math is everywhere, and use their skills to count, sort, skip count, and recognize patterns.

LeapFrog: Math Adventure to the Moon DVD will be available on February 23 for the suggested retail price of $14.98.

LeapFrog Announces Fourth Quarter, 2009 Results

LeapFrog has announced its fourth quarter financial results.  Net sales for the quarter were $188.6 million, a 36.9 percent increased compared to $137.8 million for the same quarter a year ago. The company attributes the increase in net sales to higher sales of interactive reading systems, software-based book and game content, and learning toy products.

Gross profit for the quarter was $83.4 million, up 73.2 percent compared to $48.1 million in 2008.

[Read more...]

LeapFrog CEO to Step Down in March

Effective March 1, Jeffrey Katz, current LeapFrog chairman and CEO, will leave his position as CEO and return to the LeapFrog Board of Directors as executive chairman. Bill Chiasson, current CFO, will become CEO.

[Read more...]

The Toy Book’s Toy Report 01/13/10


Catch up on last week’s news! Read The Toy Book Toy Report for 01/13/10.

To view click here.