Frog Street Press

What Frog Street Press does

Frog Street Press is a privately held U.S. provider of comprehensive early childhood education curriculum, founded in 1994 and headquartered in Southlake, Texas, operating as a subsidiary of Excelligence Learning Corporation. The company sells a unified Birth-to-Five curriculum system spanning four age-specific programs (Infant 0-18 months, Toddler 12-36 months, Preschool 36-48 months, and Pre-K 4-5 years), unified by a common instructional foundation that integrates Conscious Discipline brain-compatible social-emotional development (SED) strategies, daily and weekly lesson plans, bilingual English/Spanish materials, and standards alignment to Head Start, QRIS, and state pre-K frameworks. The product portfolio also includes the AIM Observational Assessment and AIM Criterion-Referenced Test benchmarking tools, and the Lilypad digital companion platform launched in 2025, which provides lesson plans, digital books, music, SSO-enabled administrative dashboards, and usage analytics across devices. Frog Street has received independent efficacy validation through a Johns Hopkins University study conducted in Guilford County Schools (NC, 2023-2024) showing +0.26 effect size on kindergarten readiness (+0.62 for English learners, p<.001), and in 2025-2026 became the first provider to achieve Louisiana Department of Education Tier 1 curriculum status for both Preschool and Pre-K.

The company operates a sales-led go-to-market model, distributing curriculum through regional field sales representatives (accessible via an online rep finder), a direct e-commerce storefront (store.frogstreet.com), phone sales, and virtual consultation. Revenue is generated primarily through one-time curriculum license sales that include teacher guides, manipulatives, digital books, and implementation resources. Customers span childcare centers, Head Start programs, state-funded pre-K programs, voluntary pre-K (VPK), and family child care providers across multiple U.S. states including Louisiana, North Carolina, Florida, New Jersey, and Ohio. Supporting services include the annual SPLASH conference, virtual training, on-site professional development, and family engagement tools, all of which drive curriculum implementation fidelity and adoption. Frog Street's digital products are certified for WCAG 2.1 and Section 508 accessibility compliance, and the company positions itself as an M/WBE supplier diversity partner.

Name

Frog Street Press

Legal name

Frog Street Press

Website

https://frogstreet.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Frog Street Press is a privately held U.S. provider of comprehensive Birth-to-Five early childhood education curriculum, serving childcare centers, Head Start programs, and school districts across multiple states with integrated SED, bilingual materials, and digital tools.

Ownership category

akta.pro rank

Product category

Early Childhood Education Curriculum

NAICS

Educational Support Services (611710), Educational Services (61)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Comprehensive ECE Curriculum Frameworks (Birth–5) (EDACAJAA)

akta.pro secondary industries

Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK), Academic/School-Readiness Preschools (EDACABAB), Early Learning & Preschool Trade (Ages 0–5) (EDAGAIAA), Parenting Skills & Child Development Education (EDACALAA)

Keywords

• Early childhood curriculum
• Pre-k education programs
• Social-emotional learning
• Educator professional development
• Bilingual early learning

Headquarters

HQ city

Grapevine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Curriculum Sales: Frog Street sells comprehensive curriculum programs for Infant, Toddler, Preschool, and Pre-K age groups, including teacher guides, manipulatives, and implementation resources. Sales are made directly via an e-commerce storefront, a network of sales representatives, and phone orders. State-level curriculum approvals (e.g., Louisiana Tier 1) and district-level adoptions (e.g., Guilford County Schools) drive program-level purchases.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Frog Street Press develops and sells comprehensive Birth-to-Five early childhood education curricula covering Infant (0-18 months), Toddler (12-36 months), Preschool (36-48 months), and Pre-K (4-5 years), including teacher guides, manipulatives, and implementation resources. The portfolio is unified by integrated Social-Emotional Development (Conscious Discipline), bilingual English/Spanish materials, AIM observational and criterion-referenced assessment tools, and the Lilypad digital companion platform, supported by professional development and family engagement services.

Product overview

Frog Street Press offers a comprehensive Birth-to-Five early childhood curriculum ecosystem consisting of four age-specific core programs (Infant, Toddler, Preschool, Pre-K), the Lilypad digital platform companion, AIM assessment tools (Observational Assessment and CRT), integrated Social-Emotional Development (SED) through Conscious Discipline®, professional development services, and family engagement tools. The portfolio is unified by shared methodology including consistent routines, bilingual support, and standards alignment, creating developmental continuity across all age groups from infancy through Pre-K preparation for kindergarten.

Differentiator

Problem solved

Functional benefit

Brands

• Lilypad: Digital companion platform for Frog Street curriculum, providing educators with comprehensive teaching resources, streamlined planning tools, integrated family engagement, and access to aligned lesson plans, digital books, songs, and assessments.

Products and services

• Frog Street Pre-K Curriculum Comprehensive kindergarten-readiness curriculum for children ages 4-5 providing intentional skill-building, vocabulary expansion, critical thinking development, and classroom structures that prepare children for success. Designed for early childhood programs and public school Pre-K classrooms.
• Frog Street Preschool Curriculum Balanced instruction curriculum for children ages 36-48 months that harnesses curiosity through structured exploration, increased language development, and social skills practice with embedded academic foundations. Designed for preschool classrooms in early childhood programs.
• Frog Street Toddler Curriculum Movement-based learning curriculum for children ages 12-36 months that supports emerging independence, emotional vocabulary, and sensory exploration through consistent routines and self-regulation foundations. Designed for toddler classrooms in early childhood programs.
• Frog Street Infant Curriculum Responsive caregiving curriculum for infants ages 0-18 months that builds secure attachment and brain architecture through sensory-rich experiences and relationship-based interactions. Designed for infant classrooms in early childhood programs.
• Lilypad Digital Companion Platform Digital curriculum companion platform providing instant access to aligned lesson plans, classroom activities, music, digital books, assessments, and built-in instructional supports. Features SSO login, QR code access, administrative oversight, and usage tracking for early childhood educators and program administrators.
• AIM Observational Assessment Observation-based assessment tool allowing educators to track child progress through natural, real-time observations, capturing authentic behaviors and developmental patterns to provide a complete picture of growth across all learning domains.
• AIM Criterion-Referenced Test (CRT) Benchmarking assessment tool that measures progress against developmental milestones, helping educators identify gaps and align instruction with classroom goals.
• SED Learning (Social-Emotional Development with Conscious Discipline) Brain-compatible social-emotional development strategies integrated across all age groups, using Conscious Discipline approaches to reduce classroom disruption and build self-regulation through consistent language, visual supports, and predictable routines. Sold as a dedicated instructional stream.
• Professional Development Training and coaching services supporting curriculum implementation, including expert-led training sessions, webinars, virtual training, and conferences for educators and administrators.
• Family Engagement Bilingual take-home tools and resources that help families extend learning at home using the same language and strategies as classroom instruction, creating consistency between school and home environments.
• Virtual Training Interactive online training sessions led by expert ECE professionals covering implementation training, skill development, and monthly training topics for teachers and administrators.

Quantifiable outcome

• Students using Frog Street Pre-K demonstrated higher kindergarten readiness than peers using Creative Curriculum, with an effect size of +0.26 (approx. 10 percentile gain) and positive gains across all five domains measured. English learners showed an effect size of +0.62 (p<.001).
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Excelligence Learning CorporationparentOthersFrog Street Press is a subsidiary of Excelligence Learning Corporation. Excelligence is a company focused on early childhood education solutions and has a published Social Compliance Code of Conduct covering supplier standards for labor practices, health and safety, and non-discrimination across its supply chain.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kaplan Early Learning Company: Kaplan supplies infant, toddler, and preschool curriculum materials, manipulatives, and classroom furnishings to the same early childhood buyers. It is comparable to Frog Street as a multi-category ECE supplier with both curriculum and physical classroom resources.
• Teaching Strategies (The Creative Curriculum): Teaching Strategies publishes The Creative Curriculum, the most direct head-to-head competitor to Frog Street's Birth-to-Five curriculum. The Johns Hopkins efficacy study explicitly benchmarked Frog Street against Creative Curriculum, confirming they compete for the same district pre-K and Head Start contracts.
• Learning Without Tears: Learning Without Tears offers a Pre-K curriculum (Get Set for School) that competes directly with Frog Street Pre-K for school readiness contracts. Both target kindergarten readiness outcomes and emphasize hands-on, teacher-scripted instruction.
• Scholastic Early Childhood: Scholastic operates a dedicated early childhood curriculum line (e.g., PreK On My Way) sold into the same Head Start, VPK, and district pre-K channels. It is a direct comparable because it offers a comprehensive Pre-K curriculum plus family engagement and book distribution at scale.
• HighScope Educational Research Foundation: HighScope publishes a research-based preschool and pre-K curriculum widely adopted by Head Start and public pre-K programs. It competes with Frog Street for the same evidence-driven, age-segmented curriculum contracts and shares Frog Street's emphasis on structured daily routines and teacher scripting.

Emerging players

• Brightwheel: Brightwheel is a leading ECE management and family engagement platform used by preschools and child care centers. It is an emerging comparable because it overlaps with Lilypad's digital classroom/family engagement functionality, though its primary motion is center administration rather than curriculum.
• Waterford.org (Waterford Early Learning): Waterford Early Learning provides adaptive, digital Pre-K and kindergarten readiness programs to districts and Head Start grantees, overlapping with Frog Street's Pre-K and Lilypad digital offerings. It is a comparable because it competes for the same readiness-driven public funding, particularly for English learners.

Others

• Conscious Discipline: Conscious Discipline is the brain-compatible social-emotional methodology that Frog Street has integrated across its curriculum. It is an adjacent ecosystem participant because Conscious Discipline's independent training, coaching, and certification programs feed demand into Frog Street's SED-aligned offerings.

Broad incumbents

• Pearson Education (Early Years): Pearson's Early Years portfolio includes early childhood instructional resources sold through the same K-12 channels. It is a broader incumbent because it bundles ECE into a global education publishing empire, providing stronger international distribution potential than Frog Street.
• McGraw-Hill Pre-K (PreK-12 group): McGraw-Hill's PreK-12 division includes early childhood products that compete with Frog Street for district adoptions. It is a broader incumbent because its ECE line sits within a much larger K-12 publisher portfolio with deeper district sales coverage than Frog Street.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/frogstreet
• Facebookfacebook.com/frogstreet
• LinkedInlinkedin.com/company/frog-street-press
• Instagraminstagram.com/frogstreetearlylearning

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frog Street Press