Leapfrog launches new Explorer

Major marketing campaign backs launch of latest junior handheld console concept.
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Leapfrog is launching its newest handheld console product this month, backed with one of its biggest ever marketing campaigns.

Retailing at around £59.99, with games at £19.99, Leapster Explorer is a touch-screen handheld with a 512MB download capacity and enhanced graphic capability. Also available are £9.99 Leaplets, which allow the purchaser to download additional content online using a unique code.

There will be some 30 games and videos in the first year of launch. Next year another eight titles will be released. Licensed title characters include the Madagascar Penguins, Ben 10, Toy Story 3, Fairies, and Dora the Explorer.

The launch will be backed with a £1m marketing campaign, which will include TV advertising with more than 500 TVRs from July through to December, sponsorship of Nick Jr, online, micro-sites and press.

MD Chris Spalding said: “It’s our biggest launch for five or six years. We’re going for it. It’s a huge launch and we have a really well thought out media campaign.”

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