Fisher-Price

Fisher-Price, Inc.

Type	Subsidiary
Industry	Toys
Founded	June 19, 1930; 91 years ago (1930-06-19)
Founders	Herman Fisher Irving Price Margaret Evans Price Helen Schelle Rebecca D. Fisher
Headquarters	East Aurora, New York , U.S.
Products	Baby toys, dolls
Brands	show List Imaginext Laugh & Learn Little People Thomas & Friends
Revenue	US$1.07 billion (2020)
Owner	The Quaker Oats Company (1969-1991) Mattel (1993–present)
Parent	Mattel
Website	fisher-price.com
Footnotes / references [1]

Fisher-Price (styled as fisher-price since 2019) is an American company that produces educational toys for infants, toddlers and preschoolers, headquartered in East Aurora, New York. Fisher-Price has been a wholly owned subsidiary of Mattel since 1993.

History[]

Early History[]

Founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Price's illustrator-artist wife Margaret Evans Price, and Helen Schelle, the name Fisher-Price was established by combining two of the three names. Fisher worked previously in manufacturing, selling and advertising games for a company in Churchville, New York. Price had retired from a major variety chain store, and Helen Schelle previously operated Penny Walker Toy Shop in Binghamton, New York. Fisher-Price's fundamental toy-making principles centered on intrinsic play value, ingenuity, strong construction, good value for the money, and action. Early toys were made of heavy steel parts and ponderosa pine, which resisted splintering and held up well to heavy use. The details and charm were added with colorful lithographic labels.^[2] Mrs. Price was the first Art Director and designed push-pull toys for the opening line, based on characters from her children's books.

The mayor of Aurora, New York, supported Fisher by raising $100,000 in capital.^[3] In 1931, three of the four founders took 16 of their wooden toys to the American International Toy Fair in New York City and they quickly became a success. The first Fisher-Price toy ever sold was "Dr. Doodle" in 1931. (The same toy, in excellent condition, would be worth a considerable amount in today's collectibles market.)^[4] In the early 1950s, Fisher-Price identified plastic as a material that could help the company incorporate longer-lasting decorations and brighter colors into its toys. "Buzzy Bee" was the first Fisher-Price toy to make use of plastic.^[5] By the end of the 1950s, Fisher-Price manufactured 39 toys incorporating plastics.^[6]

During the 1960s, the Play Family (later known as Little People) product line was introduced and soon overtook the popularity of earlier toys. Herman Fisher retired at the age of 71 in 1969 and the Quaker Oats Company bought Fisher-Price the same year.

In 1991, Fisher-Price regained its independence from The Quaker Oats Company and became a publicly traded company. Two years later, in November 1993, Mattel bought Fisher-Price. A new management group set the company's focus on basic, infant and preschool products and began expansion into international markets. By 1997, Mattel decided to market all of its preschool products under the Fisher-Price name.

Products[]

Fisher-Price has created approximately 5,000 different toys since the early 1930s. One of Fisher-Price's best-known lines is Little People toys, which includes people and animal figures along with various play sets such as a house, farm, school, garage and vehicles. The figures, which originally were wooden peg-style characters, are now molded of plastic and have detailed features.^[7]

In addition to Little People, some of the toys and toy brands that have remained popular for many years include Power Wheels, View-Master, Rescue Heroes, the Chatter Telephone, and the Rock-a-Stack. Other brands marketed under the Fisher-Price name over the years include Disney, Sesame Street, Dora the Explorer, and See 'n Say.

Fisher-Price also designs and sells infant care products and has begun developing electronic toys for preschoolers.

In 2009, Fisher-Price bought all toy rights to Thomas & Friends except for the Wooden Railway line. Through Mattel's 2012 acquisition of HIT Entertainment, which subsequently became a division of Fisher-Price, Mattel now owns the property outright. With this, toys based on Mike the Knight and Bob the Builder have been subsequently released.^[8]

Recalls[]

On August 2, 2007, Fisher-Price recalled close to a million toys, including the Dora the Explorer and Sesame Street toys because of possible hazards due to the toys being coated in lead-based paint.^[9][10]

Rock 'n Play recall[]

Fisher-Price recalled all models of their Rock 'n Play sleeper on 12 April 2019. The product was introduced in 2009, and holds the sleeping baby in an inclined position. More than 30 infants have died while sleeping in a Rock 'n Play. The Consumer Product Safety Commission said these deaths occurred "after the infants rolled over while unrestrained, or under other circumstances."^[11]

Years before the introduction of the Rock 'n Play sleeper, in the mid-1990s, the American Academy of Pediatrics' Back to Sleep campaign recommended that "babies should not sleep for long periods in inclined devices". In babies under one year old, dying during sleep is the leading cause of accidental death. The recommendation that babies sleep flat on their backs, in an empty crib, has cut this death rate in half.^[12]

The Rock 'n Play was designed 15 years after these sleep recommendations were published, and according to a Washington Post article, violated them. Fisher-Price sold the Rock 'n Play without first getting medical advice from more than one pediatric specialist, and without doing any real-world safety tests. They continued to sell it for years after the first deaths were reported.^[12]

Current brands and products[]

Baby Gear products[]

Historic brands and products[]

Video games[]

Starting in the 1980s, seven games which carried the Fisher-Price name were developed by GameTek for the PC and the Commodore 64, only six of which were published. In 1990, three of these titles were ported to the Nintendo Entertainment System:

• Fun Flyer (1984) (made but never shipped)
• Firehouse Rescue^[14] (1988)
• Little People Bowling Alley (1989)
• School Bus Driver (1989)
• My Grand Piano (1989)
• Perfect Fit^[15] (1990)
• I Can Remember^[16] (1990)

Titles developed by Davidson & Associates include:

Other titles published by Fisher-Price include:

• Great Adventures Pirate Ship^[17] (1998)
• Time to Play Pet Shop^[18] (1999)
• Big Action Construction (2001)
• Big Action Garage (2001)^[19]

Other Fisher-Price products[]

Other Fisher-Price products include Activegear for families on the go, books, software, car travel accessories, footwear, infant carriers, music, eyeglasses and videos.

References[]

External links[]

• Official website