July 7, 2011, 11:40 AM

Retailer unveils a tablet for tots

Parents can download apps and books onto LeapFrog’s LeapPad.

Nesli Karakus

Senior Editor, Research

Lead Photo

LeapFrog Enterprises Inc., a children’s educational products manufacturer and retailer, is aiming to capture a bit of the magic of Apple Inc.’s iPad with a new handheld tablet for kids. The company’s new LeapPad features a built-in camera , video recorder and microphone. Consumers will be able to download interactive apps and books for the device.

“LeapPad’s apps inspire kids to explore their inner creativity. Whether doodling on photos taken with the built-in camera, creating a story about themselves in the Story Studio, or bringing their favorite characters to life with the Animation Studio, there is truly something for every child,” says Craig Hendrickson, senior vice president and chief product officer for LeapFrog, No. 387  in the Internet Retailer Top 500 Guide.

Parents can share children’s creations on the LeapPad with family and friends through e-mail and Facebook, according to the company.

Leapfrog’s previous version of the LeapPad required cartridges to load games and books. The company introducted that product in 1999 and discontinued it in 2007.

The new LeapPad which will retail for $99.99, has 2 gigabytes of memory, and a 5-inch touch screen, according to LeapFrog. The downloadable apps will sell for $5 each. The LeapPad is scheduled for release August 15.

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