LeapFrog SchoolHouse tackles early literacy with transparent technology.

LeapFrog SchoolHouse is the school products division of LeapFrog (Emeryville, CA), the developer of interactive learning toys. Just over a year old, the division is in the process of growing its sales and training teams and expanding its marketing programs. Kathryn Allen, the division's new

Allen recognizes that in selling to the school market, the association with a leading toy company could present a problem. But LeapFrog itself is not the typical toy company, given its focus on toys that teach fundamental skills and are designed to help parents create an environment that promotes a lifelong love of learning. And care has been taken to include elements in LeapFrog SchoolHouse programs that distinguish them from the LeapFrog line of educational toys.

LeapFrog SchoolHouse was established in response to requests from educators to customize LeapFrog's educational platforms for the classroom. LeapFrog SchoolHouse programs offer a comprehensive curriculum, are based on empirical research, provide more learning modes and a greater range of feedback and include assessment capabilities.

Leap into Literacy

LeapFrog SchoolHouse's flagship product, Leap into Literacy, was designed from the ground up with the needs of the classroom teacher in mind. A "hands-on" multi-sensory curriculum, it provides explicit and direct instruction in letter recognition; phonemic awareness; word, syllable and onset/rhyme awareness; alphabetic principles; and early comprehension skills for emergent readers and English as second language classrooms. It has been adopted by the California State Board of Education for Phonological Awareness

Bob Lally, SchoolHouse president, told ETM that the technology in Leap into Literacy is transparent and unique. The LeapPad is an electronic tool that allows any page to be "touch interactive." When a LeapPad interactive book is inserted into the LeapPad, students can hear the story being read or use the "electronic pen" to touch words to hear them pronounced, touch individual phonemes to hear the sound associated, or drag the electronic pen across the word to hear the sounds blend. Laity says this technology is very adaptable, with potential corporate training and adult education applications. The books can contain almost any content -- words, music, graphics.

The LeapDesk includes templates that contain 3-D plastic letters of the alphabet (upper and lower case) that can be pressed as well as removed from the template and manipulated. Children touch the letters to hear letter names and sounds. The LeapDesk can also produce a letter's phonic pronunciation in the context of specific words. Children can be presented with a number of exercise cards that ask them to find specific letters of the alphabet or to find the letters that spell the name of a pictured object. The LeapDesk provides immediate feedback on the tasks. The LeapDesk offers three modes of operation -- learning, assessment and adaptive teaching. The adaptive teaching mode creates a lesson for the student based on his or her individual skill level.

In assessment mode, the LeapDesk assesses individual students on letter name recognition, letter-sound association, phonemic awareness, color recognition, listening comprehension and ability to follow oral directions. Eight different tests can be administered to up to 40 students. Reports can be printed out.

The LeapMat is a large pad. Children can touch the large circles containing the lower case alphabet to hear the letter name and sound association. The LeapMat also allows children to practice spelling a variety of three-letter words. A CD or cassette tape with a collection of songs and a 200 page comprehensive resource manual complete the program.

Leap into Literacy is correlated to the Open Court Framework for Effective Teaching K-l, to the Head Start Literacy Standards and to 18 state standards. Allen points out that the program can be used to support and reinforce any language instruction taking place in K-2 classrooms.

Among the features that distinguish this SchoolHouse program from related LeapFrog toys is a greater range of feedback that allows students to practice until they have achieved mastery. The casing of the electronic learning tools is made of tougher, thicker plastic to withstand more frequent student use in a classroom environment. The comprehensive curriculum includes 19 modules and 38 lessons that cover the entire scope and sequence of phonemic awareness, phonological awareness and phonics. The resource manual includes "Home Connection" letters in English and Spanish and alternative teaching suggestions for Spanish speaking students.

LeapFrog SchoolHouse is also expanding the library of titles available for the LeapPad. More than 30 titles are planned for 2000 in the areas of math, science, geography, science history, music and more. For example, in World Geography, students can use the electronic pen to identify continents, bodies of water, countries and cities. In addition, SchoolHouse will offer more advanced content for students in grades 2-5, plus popular chapter books up to 70 pages in length.

Building an Organization

Allen plans to develop a network of independent representatives who can sell and support Leap into Literacy and other SchoolHouse programs under development. The organizations she is looking for needs to have a good understanding of the early literacy market and the ability to clearly position this product as an instructional product.

Allen also plans to add a few dedicated employee reps who will focus on the Head Start/pre-school market. Allen believes these markets hold great potential, but they can be difficult to penetrate.

LeapFrog SchoolHouse also uses direct.mail, and will be adding distribution through teacher specialty stores. Allen also hopes to partner with organizations with the capability of helping to ramp up the division's e-commerce initiatives.

LeapFrog was founded in 1995 by Michael C. Wood. In 1997, LeapFrog merged with Knowledge Kids Enterprises, Inc. a subsidiary of Knowledge Universe LLC. Knowledge Universe was established in 1996 by Larry Ellison, Michael Milken and Lowell Milken.