THE BIG INTERVIEW: Chris Spalding, MD, EMEA, LeapFrog

Katie Roberts

By Katie Roberts

February 13th 2012 at 3:44PM
THE BIG INTERVIEW: Chris Spalding, MD, EMEA, LeapFrog

Despite an increase in sales of 53 per cent towards the end of 2011, firm is planning even further growth.

Chris Spalding, MD, EMEA, LeapFrog has big plans for the electronic learning company in 2012. He told ToyNews: “We’re very bullish, we’re still looking at driving significant growth in 2012, both with new products, with existing products and with some very innovative new ways that we’ll be working with the industry.

“Our objective for 2012 is to make 2011 look average.”

Despite a challenging economic climate where many firms are cutting back on new product launches, Leapfrog is planning to match the number of 2011 toy launches this year, introducing between ten and 12 new lines.

The runaway success of 2011 for LeapFrog was the LeapPad tablet learning device, which was a sell-out before Christmas and made many of the retailers’ top ten lists, along with a coveted Dream Dozen selection. But there is more innovation planned for this year.

Spalding explains: “This year [2011] we launched LeapPad and next year [2012], we’ll launch significant new mobile learning products, which I can’t go into yet.”

The launches are set to receive strong backing, as LeapFrog puts plans in place for its first ever TV advertising campaigns for toys. TV advertising will also continue for mobile learning and reading lines. Further investment will also be made to ensure the firm’s social media presence continues to grow.

Overall Spalding is confident that the company will have a strong 2012: “For next year our plans are pretty robust, pretty strong.”

To read the full interview, head over here.