My son loves LeapFrog LeapStart - he uses it in the car anytime we go out. Keeps him busy. I'll give 5-stars, but, (having been in the toy business and product design years ago, with factories in Shenzhen), I would have designed the outercasing with a (rubber) cover or sleeve, so it will bounce, if dropped (kids you know). The soft rubber or sponge material cover also makes it easy for the kid using it to have it on their tiny laps, (without sliding off)... mmm - just make sure it doesn't absorb heat. Could be sleeve, so it can be cleaned and replaced over time when it shows signs of wear and tear, creating several designs for VAS - value added services or Accessories increasing Earnings and Revenue stories. Differenct character designs (like Cory or Cassy, or other pressed into the material, or form molded). If its a sleeve, low investment costs, and high ROIC. No need to make new molds and toolings for plastic injection molded parts and 120 days to create, inject test, and get new molds into production lines. Rubber / sponge padding will make LeapStart more durable. Also - the AA batteries for Sound/Audio functions only last about 3-5 days (batteries are expensive) in 1-yr will spend more than the LeapStart device, while the Pen using the internal lithium ion battery for its functions - lasting about 2-weeks per charge time. Better to have 2 lithium ion internal batteries, No AA batteries at all for (value for money) as a purchase has a never ending (cost). I would also make the On/Off button accessible thru the closed case. - hello When you plug it in to charge the internal lithium ion battery, the machine automatically turns On, so you have to Open it, to turn if back Off again, or listen to it talking for some time before it sleeps by itself. I get it, the trigger mechanism is when you plug it into a laptop or computer to download book audio's, but still its better to have a hole in the outercase where the On/Off button is accessible when the foldable LeapStart is in its closed position. These product improvements will definitely increase buyers happiness, while at the same time increasing the Earnings and Revenues of the Company, something most Asian manufacturers still don't get until today. (I remember seeing Vtech back in 1994 when I lived in Hong Kong for 8 years, native to Seattle). Yes, I know, I can design better than what's being done today. From a Useablity standpoint, you have to think 4-5 steps further than anyone else to increase a products lifecycle and end-of-life.
