Growth in Educational Toy Market Spurs Learning Resources® Toy Fair Introductions; Higher educational standards and parental aspirations spark market growth

Business Wire, Feb 9, 2006

NEW YORK -- More stringent educational standards and high parental expectations are fueling the growing demand for entertaining toys with educational value. Learning Resources(R), a leading manufacturer of innovative educational toys and products, is helping to meet this demand and will showcase its expanding array of over 60 new educational toys at this year's American International Toy Fair, being held in New York City, February 12-15.

According to the Toy Industry of America, the host of Toy Fair, overall toy sales have been stagnant for several years, due in part to "age compression," or the fact that children are outgrowing traditional toys earlier and migrating to electronics. Educational toys, on the other hand, have experienced double-digit gains.

"There is an increasing emphasis by both parents and the educational system on developing academic skills in children at an earlier age," says Rick Woldenberg, chief executive officer of Learning Resources. "Legislated educational standards such as No Child Left Behind and parental aspirations to raise smart children, are contributing to the growth in fun and educational toys available in the market."

Woldenberg added that while developing academic skills is the intent of educational toys, the entertainment value is equally important.

"The key is to make learning fun - whether a child is at home or in the classroom," says Woldenberg. "If you keep kids engaged and entertained, they'll keep on playing with the toy and won't even realize they are learning."

A sampling of the new educational products Learning Resources will be exhibiting at this year's Toy Fair include:

Smart Safari(TM), a line of vibrant, engaging animals, which target early learning skills and attract children with interactive game play. The line includes: Alphabet Fun Frog(TM), ages 3+, randomly dispenses letter discs to teach letters or spell small words; Count 'n' Stack Giraffe(TM), ages 3+, grows as young students count the blocks and place them in order to make the Giraffe's neck grow; and Shape Sorter Gator(TM), ages 2+, teaches shapes, colors and sorting as children place different shapes into the proper place on the croc's back, when the croc's mouth is closed the shapes "pop out." Retail price: $21.95 each.

ABC Chalk Talk!(TM) Electronic Learning Chalkboard, an interactive mat that features over 30 touch sensors that teach the alphabet, phonics, numbers, colors and more with 5 fun activity modes and multiple levels of play. The Music Mode builds music appreciation and the entertaining speech patterns keep children interested and help motivate learning. ABC Chalk Talk! Can be hung on a wall or used on a flat surface. Also includes a whimsical hand pointer, eraser, and colored chalk. Ages 3+. Retail price: $36.95.

Pretend & Play(R) Office Set, everything kids need for a pretend day at the office is inside this official looking briefcase. Realistic 74-piece set includes a planner, pretend stapler, cell phone with sound, ID badge and other office essentials. Ages 3+. Retail price: $32.95.

Giant Inflatable Weather Set, this set of five large, inflatable, durable vinyl weather shapes (cloud, sun, snowflake, lightening bolt and raindrop) encourage a child's natural curiosity about the weather. The set includes weather-related facts and activities. Ages 5+, retail price: $36.95.

Go to Press!(TM) A Grammar Game, the excitement of a big-city newspaper is captured in this unique game that reinforces a child's understanding of grammar. Players move from department to department finding and correcting errors in the headlines. The first player to create a complete newspaper by collecting a correct headline from each department, returns to the boss's office and says, "Go to press!" wins. For ages 7. Retail price: $21.95.

These and other Learning Resources educational products will be showcased at Jacob Javits Center Toy Fair Booth #763. Contact Learning Resources at 1-800-222-3909 or www.learningresources.com for additional information.

About Learning Resources(R)

Learning Resources is a leading manufacturer of innovative, hands-on educational materials for classrooms and learning toys for the home. For more than 20 years, the company has been a trusted source for educators and parents for quality, award-winning educational products in language, math, science and early childhood. Headquartered in Vernon Hills, IL, Learning Resources markets and distributes its products in over 80 countries around the globe. For more information about Learning Resources, visit http://www.learningresources.com