ELA category boom springboards from LeapFrog’s Pad

While its target demo gets set to toddle off to school, the long-legged electronic learning aids (ELA) category has barely touched ground in the past two years. Following a meteoric 77% sales increase in 2001, which left the burgeoning video game category's 43% hike in the dust, ELAs have continued to gain momentum. While the toy industry as a whole grew by a mere half a percentage point in the first three quarters of 2002 over the same period in 2001, ELA sales increased by 20%.
By
February 1, 2003

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