Field Marketing: LeapFrog Toys takes Leapster on the road

LeapFrog Toys is launching its Leapster handheld learning system with a roadshow as part of plans to make it this year's Christmas best-seller.

The portable device, aimed at four to eight year-olds, encourages interactive learning via games, electronic books, interactive videos and a digital art studio package.

It will be distributed to stores this month, supported by the "Leapster has Landed" experiential campaign, by Ignito.

A spaceship pod, with smoke-effects, music and space-suited staff, will host trials of the product at four major shopping centres in October: Eldon Square in Newcastle, Bluewater in Kent, Old Trafford in Manchester and the Bullring in Birmingham.

"We're targeting two markets: children who engage with the brand, and parents who also want to get on board," said Ignito account manager Janine Hamilton.

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