"In 2003 we introduced Leapster, which was the first time someone had taken a handheld electronic game and gave it an educational spin. Made it fun to learn, made it non-violent. And that was a huge breakthrough that we had and that taught us a lot about how kids engage with screen based entertainment. We also have a video series that taught us that kids can really respond very positively to a learning experience if it's done well on the television set. In essence what we've done is kind of married our experience with Leapster and our experience with videos to come up with L-Max. And L-Max is a truly better learning experience for the TV screen." Kids can play games in the handheld mode…and can continue playing the same game….with added features….when they plug the unit into a TV. The Leapster L-Max is scheduled to arrive this fall for about a hundred dollars…competing with new consoles from Fisher Price and Vtech. Bloomberg Boot Camp, I'm Fred Fishkin.