LeapFrog Enterprises Introduces Digital Pen

LeapFrog Enterprises Inc, known for its learning tools for school-aged children, has finally introduced a “talking digital pen that answers math problems, corrects spelling and plays fantasy baseball games. The computer pen can read the users handwriting and make responses. (Kang, 2005). The product is a small computer with a pen shaped design. The pen resembles a magic marker and has a small camera in its tip that records written information. The price is $99 and is called FLY. The target market is 8-13 year old children. Basically the computer pen reads digital text from special writing paper. The pen user can draw pictures or write math problems and perform activities such as answering equations or translating written English words into other languages. Other functions include an alarm clock or calendar function.

LeapFrog was an industry leader in 1999 because of its computer chip and educational toy products. LeapFrog produced educational books with the interactive pen for small children. However, new income dropped from $33.4 million in 2003 to $20.2 million in 2004. LeapFrog needed a new strategy, product or target market. As a result, LeapFrog Enterprises Inc. has begun marketing the computer pen.

LeapFrog has invested $56 million in research and development. This budget plan will be spread out over a 4 year period. The company involved various developers such as Hewlett-Packard Co., and Walt Disney Co., to help create platform ideas for the new computer pen. The pens will be stocked in the software area rather than the toy department to attract the 8-13 year old children. My 9 year old son was excited when he first read about the Fly earlier this year. He is especially excited after seeing the product advertised on television! Needless to say, I must go purchase one.