Marvel Enterprises, Inc. has announced licensing agreements with LeapFrog Enterprises and VTech Holdings, which will put Spider-Man into educational toys for both pre-schoolers and grade school students. By the end of the year, Spidey will make his appearance in one of LeapFrog's LeapPad book and cartridge systems as well as in VTech's new Vsmile TV Learning System. According to TD Monthly, electronic learning toys accounted for more than $750 million in sales from November 2002 through October 2003. This licensing deal provides Marvel with a double benefit. Marvel will not only collect licensing fees from the use of its characters in these learning toys, the company will also expose youngsters to its most popular character. Marvel's recent acquisition of Cover Concepts, which makes textbook covers that are given away to school children around the country, should also help get youngsters interested in Marvel characters (see 'Marvel Extends Its Scholastic Reach').
Aimed At Preschoolers and the Early Grades
Posted by ICv2 on March 17, 2004 @ 11:00 pm CT
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