Toy Company’s Founder Dies by Assisted Suicide After Alzheimer’s Diagnosis

Mike Wood, the visionary behind the beloved LeapFrog toy brand, has died at age 72 through physician-assisted suicide in Switzerland.

Wood’s brother, Tim, confirmed the news to The New York Times, revealing that Mike chose to end his life on April 10 at the Dignitas clinic in Zurich while being treated for Alzheimer’s disease. According to the report, he died peacefully, surrounded by loved ones, after deciding he wanted to go before the disease took a greater toll.

Mike Wood leaves behind a powerful legacy. He founded LeapFrog to help his own son learn to read—an idea that grew into a global education brand that revolutionized learning toys for kids everywhere. The company became a staple in homes and classrooms, especially after the 1999 release of the LeapPad, which helped millions of children discover a love of reading and learning.

LeapFrog paid tribute to Wood in a heartfelt Instagram post: “We are saddened by the loss of LeapFrog founder, Mike Wood. He was an innovative leader whose passion to find a new way to help his child learn led to something remarkable.” The company added, “His passion was transformed into a company that has helped millions of children learn to read, and so much more. We loved working with Mike and are honored to continue what he started.”

Fans poured into the comment section to share their memories and gratitude. “Rest in peace—we always loved you and thank you for making my childhood,” one person wrote. Another added, “The love for his children multiplied to other children… Thank you Mike Wood for the memories you helped create with my loved ones. May you rest in peace.”

Wood stepped away from LeapFrog in 2004 but remained deeply engaged in educational innovation. In 2014, he reflected on his time at the company in an interview with The Wall Street Journal, saying, “In 2003, we had 1,000 employees, $650 million in revenue, $60 million in earnings, and I had a headache every day.” Though he initially tried retirement, he admitted it didn’t sit well with him: “I think our brains are like the muscles in our arms. If we use them, they stay strong. And it’s hard to do that in retirement.”

He went on to launch SmartyAnts, an online learning company aimed at early childhood education.

Wood is survived by his son Mat, his brothers Tim and Denis, three grandchildren, and his ex-wife Susan Cotter Wood.

Though his life ended on his own terms, his work continues to shape how generations of children learn. His impact, both as a father and an innovator, lives on in homes and classrooms around the world.