Learning systems market getting padded
By Maria Weiskott -- Gifts and Dec, 10/20/2003 12:00:00 AM
LINCOLNWOOD, Ill. — Another company is joining the burgeoning electronic learning systems market, 35-year-old children's book publisher Publications International Ltd. (PIL).
PIL, which bills itself as the world's third-largest children's book publisher for ages 6 and under, has begun to ship ActivePAD, an interactive book and reader system. The portable, stylus-driven electronic learning aid for kids ages 3 and up is "retailing for up to 50 percent less than similar products," a company spokesman told playthings.com.
"As the current market leaders in this arena continue to wage a public battle by throwing tens of millions of dollars toward marketing and advertising, those costs are borne by the consumer," said Kerry Cunnion, executive vice president of PIL.
While long the category leader in interactive reading systems, LeapFrog's LeapPad has most recently been challenged by the release of Fisher-Price's PowerTouch Learning System. Both systems, depending on the level of the product and retailer discounting, can range for about $45-to-$50 in price. As previously reported on playthings.com, LeapFrog this month filed a lawsuit claiming that Fisher-Price's PowerTouch Learning System infringes upon LeapFrog's LeapPad patents.
The suit asks the court to stop Fisher-Price from selling PowerTouch, as well as seeks damages. Fisher-Price denies claims that its PowerTouch infringes LeapFrog's 5-year-old patents.
"PIL's objective is to put our resources into designing and introducing a superior product at price points that appeal to a wider variety of consumers and retailers. Our deep distribution channels include food, drug and mass merchandisers as well as traditional retailers, providing access to millions of Americans who shop based on value," he told playthings.com.
"ActivePAD is priced to appeal to parents who want to provide their children with active learning tools, but who simply haven't been able to afford this type of product until now," said Cunnion.
Powered by PIL's proprietary MicroGrid technology, ActivePAD features age-appropriate content based on children's learning and reading development patterns. "The system features colorful, graphic-rich content, voice, sound, music and a variety of interactive options that children can easily navigate using an ergonomic stylus," explains Cunnion.
The ActivePAD also includes a guide for parents, "From Interaction to Independence." Cunnion said the guide "offers parents expert tips for maximizing learning and play value by focusing on the building blocks of reading success."
Sixteen book choices are available immediately and more than two dozen new titles across four learning series are scheduled for release in 2004. The ActivePad features an exclusive FlatLock binding and an age-appropriate ergonomic design. The product is "smaller and lighter than other leading electronic platforms," making it easier for children to use and carry, the company spokesman added.
"Focus groups among parents and children revealed that the product offerings from the current market giants in this category are too high-priced, offer limited book content and are physically cumbersome," Cunnion told playthings.com. "In field testing, kids loved ActivePAD, responded very well to the wide variety of content, and stayed engaged in learning and play for extended periods of time," he added.
We would love your feedback!
-
Toy Industry Outlook 2012
Feb 25, 2012 -
Direct from Market: Toy Fair 2012
Feb 19, 2012 -
2007: Forward Thinking
Jan 1, 2007 -
Best Bets for Babies
Sep 1, 2009 -
Up Close: 2008 Forecast
Jan 1, 2008
Featured Company
-
Brandwise Inc.
Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more
VIEW ALL GALLERIES
