Fisher-Price Toy Museum features the company’s most iconic toys from the past 90 years brought to life like never before.

Fisher-Price is throwing open the virtual doors to its new Fisher-Price Toy Museum. This first-of-its-kind experience digitally showcases classic Fisher-Price toys from the past nine decades in a colourful and fun exhibition, created and curated for Instagram, in recognition of its milestone 90th anniversary.

From 16th October, visitors to the official Fisher-Price Instagram page will be able to view many of their favourite Fisher-Price toys through a colourful and interactive exhibition of images and videos.

Nine images – viewable below – have been selected and sent to press representatives to give visitors an idea of what they can expect to see when they log on. In honour of the brand’s anniversary year, the museum will feature more than 90 different exhibits that will be organised by decade, enabling visitors to easily locate the vintage toys from their childhood.

The launch collection will include a variety of classic products creatively designed by artist and designer Leila Fakouri, who focused on keeping the toys as the star of each environment while incorporating dimensions and textures to create an authentic museum feel.

“At Fisher-Price, we are always looking for ways to create playful connections between children and the grownups in their lives,” says Chuck Scothon, SVP of Fisher-Price, global head of Infant and Preschool, Mattel. “As many families continue to look for virtual experiences to enjoy together, we are opening a new digital museum that will enable visitors to share memories of their favourite toys with their children. Whether your Fisher-Price memory is playing with the rotary-dial Chatter Telephone as a toddler, rambling behind the Bubble Mower or sparking a lifelong love of music with the Music Box Record Player, the Fisher-Price Toy Museum is the place to relive it all.”

Fisher-Price is partnering with Time Out across Europe for the launch of the Virtual Toy Museum. Creative content will be produced for five markets including UK, Germany, France, Spain and Italy, encouraging parents to visit the Fisher-Price Toy Museum on Instagram and revisit the decade they grew up in. The content hosted on Time Out will include digital features and social campaigns.