TBWA\London wins LeapFrog ad brief

LeapFrog Enterprises, the US-based children's educational toys company, has hired TBWA\London to handle its UK advertising account.

The appointment follows the company's expansion in the UK, having appointed TBWA\Chiat\Day in the US. The remit will see TBWA\London develop a UK strategic positioning for LeapFrog.

Founded in 1995, LeapFrog is based in California. It launched in the UK five years later. Its remit is to develop children's products around the world that are localised to each region and follow national curriculum guidelines.

Four years ago, LeapFrog hired Dr Jeni Riley, the head of the school of early childhood and primary education at the University of London, to consult with the company on trends in UK education.

Victoria Davies, the managing director of TBWA\London, said: "Children's toys are either plastic and garish or educational and worthy. LeapFrog disrupts these conventions by producing products that genuinely educate and entertain kids. We are delighted to be working with them."