Leapfrog's Great Leap Forward
Fast Company, June, 2003 by Bill Breen
Seven seconds. For Jim Marggraff and his colleagues at toy maker LeapFrog, seven quick ticks on a stopwatch is all the time they have to win over the world's most discerning consumers: toddlers, grade-schoolers, and tweeners. It took years of watching kids interact with prototypical toys to yield Marggraff's Seven-Second Rule, which is scrawled across a whiteboard in his office: "If the product's art and audio fail to engage the user within 7 seconds, the user will never engage."
That homely, hard-won observation was foremost in Marggraff's mind in the autumn of 1999 as he and the LeapFrog team prepared to roll out a toy that took two years of late nights to produce. Based in Emeryville, California, LeapFrog was a niche entrant in the serious business of producing...
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