Looking to capitalize on opportunities in the expanding e-learning toy market, US telecommunications giant AT&T has secured a representation deal with full-service global agency IMC.
The agreement will see IMC help AT&T establish strategic licensing relationships to develop innovative new e-learning toy products.
The move comes as e-learning toys, in particular Leapfrog’s LeapPad tablet for preschoolers, are becoming increasingly popular. LeapFrog Enterprises reported 2012 first quarter net sales of US$72 million, an increase of 81% versus US$40 million the same period last year helped by high demand for the LeapPad, its educational content and accessories.
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