Leapfrog is lining up a renewed attack on the infant market for the year ahead, complete with new branding as well as new lines.
The US firm's original LeapBaby brand has been changed to LeapFrog Baby, with new in-store merchandising and marketing support.
"Last year's Little Touch LeapPad proved to us that we have the chance to be a major player in the infant market," nursery marketing manager Scott Axcell told ToyNews.
"All the packaging for our products aged at infants from birth to nine months will be refreshed into a new, softer, pastel green, and they will all feature the new LeapFrog Baby logo."
New products include Learn & Groove Activity Station, aimed at four months and up, plus the Learn Around Playground for infants aged six months and up.
"The Learn Around Playground is a milestone product and the first activity station which links physical movements to learning connections as baby grows from sitting and crawling to standing and cruising," added Axcell.
By Stuart Dinsey