Updated August 14, 2013, 8:59 p.m. ET
How LeapFrog’s CEO Built the Educational Toy Company
Mike Wood Left the Legal Profession to Focus on Plastic Toy Letters; Glitches Early On Delayed Production
ADAM JANOFSKY

Mike Wood, creator of educational toy company LeapFrog, at his office in San Rafael, Calif., on Tuesday.
Mike Wood had been practicing law for about 11 years when he encountered a challenge that would change his life: teaching his 3-year-old son to read. His son Mat had memorized the letters of the alphabet, but struggled to learn the sounds that the letters represented. Over the next five years, Mr. Wood researched marketing and phonics, a teaching method that focuses on the correlation between letter groupings and sounds, while holding down his partnership at a technology law firm. He decided to take sound chips—like the ones used in singing greeting cards—and put them in plastic toy letters. When a child pushed down on a letter, it would make the sound that the letter represented. Mr. Wood designed a prototype, left his job and set up focus groups with mothers. He then found a buyer at Toys “R” Us Inc. and a manufacturer in China. In 1995, he started LeapFrog Enterprises Inc., LF +0.57% an educational toy company. By 2002, LeapFrog had $520 million in annual revenue, and its best-selling product, a hand-held learning device called LeapPad, was in nine million homes. The Emeryville, Calif., company’s stock soared almost 99% after it went public that July, making it the top-performing IPO of the year. Read more of this post