LeapFrog's Tag(TM) Technology Continues to Drive Learn-to-Read Category

LeapFrog Innovative Reading System Named Best Interactive Toy at 2010 International Consumer Electronics Show

Jan 20, 2010, 08:07 ET from LeapFrog Enterprises, Inc.

EMERYVILLE, Calif., Jan. 20 /PRNewswire-FirstCall/ -- It may be time for the nation's best-seller book lists to update their criterion. LeapFrog Enterprises, Inc. (NYSE: LF), a leading developer of technology-based learning products, announced today that their Tag™ Reading System continues to generate momentum in both sales and customer excitement, finishing out the 2009 holiday season as the number one learn-to-read device on the market.

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Since the introduction of the Tag Reading System in 2008 and Tag Jr., a toddler-sized version of the popular book explorer in June 2009, LeapFrog has sold more than two million Tag Readers and six million Tag-enabled books. Several of the titles in Tag's robust library of more than 40 books have even sold quantities large enough that would qualify them for mainstream best-seller book lists.

"Learning to read is a critical developmental milestone for our kids. The LeapFrog Tag Reading System empowers children at home or school to gain early confidence in reading and fosters a love for books," said Jeffrey G. Katz, LeapFrog President and CEO.  "Tag has struck a special chord with both parents and children because it brings out the joy and fun that can be found in books; something which is truly priceless."

The LeapFrog Tag Reading System is a handheld learn-to-read device that brings real books to life. By simply touching the infrared Tag Reader pen anywhere on a Tag-enabled book, children can hear an entire story read aloud, get assistance pronouncing specific words, activate songs and sounds and engage in fun learning games.

The LeapFrog Tag Reading System also continues to add to its growing list of more than 25 accolades from top-tier editors and industry experts. Most recently it was named "Best Interactive Toy" at the prestigious 2010 International Consumer Electronics Show (CES). The Kids at Play Interactive Awards organization (KAPi), a peer-recognition award designed to distinguish innovation and excellence in the design of commercial interactive media for children, honored the LeapFrog Tag Reading System as a product that raised the bar for innovation and excellence in children's technology.

"We are honored to see that the Tag Reading System continues to impress both parents and critics alike with the breadth of its capabilities and for being so much more than just a talking pen," says Craig Hendrickson, LeapFrog Senior Vice President. "In addition to the broad choice of books, which we currently offer across various reading levels, Tag technology will further expand to incorporate geography, music and science in 2010, making learning even more accessible and engaging than ever before."

Tag Reading System boasts an impressive library of original, classic and licensed titles and will add an additional 11 new book offerings by year's end. Currently children can engage with long-time favorites such as Dr. Seuss's The Cat in the Hat and Green Eggs & Ham, and I SPY, as well as interact with their favorite characters from Disney Fairies, Disney/Pixar's Cars, Dora the Explorer and SpongeBob SquarePants.

And while the Tag Reading System brings books to life for children, LeapFrog's Learning Path brings a child's learning to life for their parents with the help of a free online resource. The LeapFrog Learning Path allows parents to see exactly what LeapFrog products have kept their kids engaged, which skills their children have been exploring and what additional learning milestones are on the horizon.

About LeapFrog

LeapFrog Enterprises, Inc. is a leading designer, developer and marketer of innovative, technology-based educational products that make learning fun. With more than 120 million educational platforms, books and games in homes worldwide, and multisensory technology in more than 100,000 US classrooms, the LeapFrog learning brand is trusted by parents, valued by teachers and loved by children. Many of LeapFrog's newest learning products connect to the Internet, for rich, offline/online experiences that parents and children can personalize.

LEAPFROG, the LeapFrog logo and TAG are trademarks or registered trademarks of LeapFrog Enterprises, Inc. Copyright © 2009

LeapFrog Enterprises, Inc. All rights reserved. All other trademarks are property of their respective owners.

Media Contact:

Margaux Vega

LeapFrog Enterprises, Inc.

510-596-5442

mvega@leapfrog.com

SOURCE LeapFrog Enterprises, Inc.



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