Sally Plumridge takes the business of having fun very seriously. A former business consultant working with rights holders and toy clients, she has also held senior management positions at Tomy Europe and Mattel. She is responsible for taking the latest innovations in technology in the adult world and delivering them to a younger audience. The pace of innovation means that since she was hired in 2012 she has been adding steadily to her team to bring products such as LeapPad Ultra and LeapReader to an international audience. The company is in the middle of a three-year plan to strengthen its portfolio with new toy launches, as well as show parents the value of providing kids with their own technology, instead of monopolising the family tablet.