HispanicVista Columnists

As a Latina mother, I want my children to speak Spanish and to acquire a sense of what it means to be a Hispanic. They should be familiar with songs, games and stories that we knew when we were growing up. The holiday season now upon us, I began looking at gifts for pre-teens that can help instill that extra “something” in children.

In a large store I discovered such an extensive array of so-called “educational toys” that I could have used a guidebook to find my way through the aisles and the displays. Colorful packaging, bilingual this and Spanish that – it is amazing what is on the market today. “Los padres,” “los abuelos,” and “los tíos”, who want the best for their favorite little ones, have to make tough choices of which products to buy.

After spending more time than I had expected, I found a selection of toys that made my choice easier. Through friends and the media, I had heard of LeapFrog – and here were their products before my eyes. On closer inspection, I found what I was looking for. LeapFrog’s colorful, informative packaging told me what I needed to know as a parent.

I now have purchased some of their products for my children. Through the Internet I have become familiar with the company’s concern for the quality of the learning that its products are intended to provide. In fact, one of its most popular products is not considered a toy at all. It is the “LeapPad®, learning system.” It consists of an electronic interactive platform that teaches reading, numbers, vocabulary and more in a creative and fun way. The portable platform is complemented by a library of more than 60 books in English and Spanish that allow children to vary the content as they learn and develop.

Designed for youngsters from 4 to 8 years of age, the LeapPad system helps them learn to read and speak in both Spanish and English. Children, or their parents, place a book on the platform and touch a page with a “magic pen,” allowing them to explore a world of experiences – letters and words, how to spell words, even hearing them phonetically, or listening to fun songs. Colorful illustrations in English and Spanish are part of the book.

Built into the educational content are music, games and more. Children discover the most popular characters in their library – the Lion King, the Disney Princesses, Winnie the Pooh, Spiderman and others. More than a toy, the LeapPad system is designed so that parents can participate actively and experience the progress of their children.

Reflecting its concern for pedagogy, LeapFrog has a distinguished Educational Advisory Board of experts in learning, literature, psychology, languages, and other fields. One of its members is Alma Flor Ada, Ph.D., a lecturer, educator, author, and expert on multicultural learning. Dr. Ada advises LeapFrog on the development of Spanish language and bilingual toys. “Spanish, she says, is a language of enormous importance. The need to know two languages grows more and more each day.”

The company continues a sustained effort to help Hispanic parents impart valuable skills and cultural attributes to their children, while using and reinforcing both Spanish and English. Jerry Pérez, President of LeapFrog, is proud to know that the toys can make such a significant contribution to Latino families. “Our commitment to the Hispanic community is visible in the growing number of products that LeapFrog is developing in all its lines, whether in English, Spanish or bilingual,” he says.

LeapFrog products begin with the LeapStart Learning Table (“Descubrimesa”), or Baby Croki, for babies from six months and above. ABC Karaoke is for children four years old and older, and teaches the alphabet, how to count to 10, rhymes, and songs in English and Spanish. The LeapFrog Interactive Globe can teach me a thing or two about world geography. I just have to figure out how to keep it away from the kids so I can play with it.

LeapFrog products have won more than 350 important awards around the world, including many from the Toy Industry Association of the United States. No surprise here! I wanted “toys” that are safe, reliable and durable, and that have the language and cultural content my children will retain. With LeapFrog products I have found that they are fun, too!

Marcela Berland is the founder and president of LatinInsights, a research and strategic communications firm specializing in Latin America and the US Hispanic market. She can be reached at mberland@latininsights.com.