LeapFrog campaign promotes reading in support of World Book Day

Published on: 7th March 2019

The LeapStart 3D, Storytime Buddy & Bella, and the Learning Friends 100 Words Book develop literacy skills from an early age.

Through a heavyweight TV campaign, LeapFrog has been promoting the LeapStart 3D and the LeapStart Library in the lead up to World Book Day. Social media posts giving followers a chance to win a Peppa Pig LeapStart 3D Book will be going live, and an email to the LeapFrog consumer database will be landing in inboxes on World Book Day, highlighting the benefits of building reading skills from an early age.

The LeapStart range introduced physical books into the Preschool Electronic Learning (PSEL) category, and 2018 saw the launch of the LeapStart 3D, the No. 1 item in the same subclass*. The LeapStart 3D helps kids engage with reading through the use of holographic animations that bring the LeapStart Books to life, making it ideal for visual or auditory learners.

The LeapStart library, the No. 2 item in the PSEL subclass and up +3.2% vs 2017*, now has over 25 books that cover a variety of subjects for 2-7 year olds, all of which are shown throughout the World Book Day TV ad.

“With LeapStart 3D, children engage with real books packed with activities to build key skills from counting and problem solving to phonics and vocabulary. LeapStart 3D adds a new dimension to learning as children can visualise the meaning of words and learn about shapes and geometry concepts with 3D-like animations,” says Carolyn James, PhD, LeapFrog Literacy Expert.

LeapFrog also encourages reading from an early age with Storytime Buddy or Bella, both of whom feature heavily in the World Book Day email, while the Learning Friends 100 Words Book has exceeded all forecasts and was a huge success for the company in 2018.

(*NPD, Jan-Dec 2018, Value).


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