# Leapfrog Brand Voice

> Encouraging, educational, and active: a playful guide for developmental milestones.

## Positioning
Leapfrog is an educational technology brand providing interactive toys and learning resources for children from infancy through elementary school. It positions itself as a partner for parents, offering expert-backed tools that turn core curriculum and developmental play into engaging experiences.

## Voice principles
*   **Action-Oriented:** Uses active verbs like explore, learn, snap, and groove to emphasize the physical and mental engagement of the products.
*   **Encouraging:** Maintains a positive and inviting outlook that frames learning as an exciting journey rather than a chore.
*   **Structured:** Organizes information clearly by age and developmental stage to provide a sense of progression and expert guidance.
*   **Playful:** Incorporates lighthearted language and exclamation points to mirror the energy of a child's discovery.

## Tone by context
| Context | Tone |
|---|---|
| Product Names | Descriptive and whimsical: combining the educational goal with the toy type (e.g., "Shapes & Sharing Picnic Basket"). |
| Call to Action | Direct and urgent: using "Shop Now" or "Sign Up Today" to drive immediate engagement. |
| Parent Resources | Supportive and authoritative: offering "Expert Advice" and "Inspiration" to build trust. |
| Marketing Banners | Enthusiastic: using high-energy phrases like "Learning Fun Awaits." |

## Lexicon
*   **Use:** Explore, Learn, Discover, Fun, Activity, Success, Adventure, Magic, Expert Advice, Inspiration, Bundle.
*   **Avoid:** Difficult, Work, Study, Testing, Complex, Generic "Toys" (prefer "Learning Resources" or specific product descriptions).

## Messaging do's and don'ts
*   **Do:** Pair educational concepts with fun activities (e.g., "Strum & Count").
*   **Do:** Use specific age ranges to help parents navigate the product catalog.
*   **Do:** Highlight the outcome of the play, such as "Success" or "Learning Fun."
*   **Don't:** Use overly academic or dry language that removes the "play" from the learning.
*   **Don't:** Leave the parent guessing about the educational value of a product.
*   **Don't:** Use passive voice; keep the child as the active participant in the copy.

## Evidence
*   "Learning Fun Awaits"
*   "Magic Adventures® Globe"
*   "Activities, Ideas & Expert Advice"
*   "Mr. Pencil's® Scribble, Write & Read™"
*   "LeapStart® Learning Success Bundle™"
*   "Follow us for more inspiration"