The Learning Company
Reader Rabbit and beyond
The Learning Company dominated educational software with Reader Rabbit, Math Blaster, and other titles that taught millions of children through play.
Overview
The Learning Company built an educational software empire through engaging games that made learning feel like play. Reader Rabbit became synonymous with early literacy software, while acquisitions brought Math Blaster and The Oregon Trail under one roof. The company’s history mirrors the rise and consolidation of the educational software industry.
Fast facts
- Founded: 1980 by Ann McCormick, Leslie Grimm, and Teri Perl.
- Key franchise: Reader Rabbit (1983-present).
- Acquisitions: MECC, Broderbund, Mindscape.
- Acquisition: purchased by Mattel (1999) for $3.5 billion; massive writedown followed.
- Current: brands survive under various owners.
Reader Rabbit
The flagship franchise:
- Debut: 1983 for Apple II.
- Target: early childhood literacy.
- Approach: phonics through mini-games.
- Longevity: dozens of titles across decades.
Acquisition strategy
Building an empire:
- MECC (1995): brought The Oregon Trail.
- Broderbund (1998): added Carmen Sandiego.
- Mindscape (1998): more educational titles.
- Mattel disaster (1999): overvaluation led to massive losses.