Fisher-Price celebrates 90th anniversary

Published on: 17th June 2020

The company launched in 1930 and continues to support families and innovation for the future.

Baby and infant pre-school brand, Fisher Price, is celebrating its 90 year anniversary. Fisher-Price has been a staple in millions of childhoods and has a rich history of innovation, being the first brand to use and term the phrase ‘pre-school toys’ in 1934 and one of the first companies to make coding available to pre-school kids with the introduction of Code-A-Pillar in 2016.

The company has a track record of supporting communities. In the 1940s, during the second world war and after only a decade in business, Fisher-Price altered its manufacturing to make medical supply chests and other supporting ancillary. Herman Fisher, one of the founding partners, stated at the time: “If the war requires our entire plant, we will suspend toy-making for the duration.”

Fisher-Price recently debuted a new multi-year, 360-degree marketing campaign titled Let’s Be Kids, that celebrates seeing the world as kids see it, with optimism and humour whilst also extending an open invitation to grown-ups to ‘grow-down’ and rediscover the joy of playtime. This year, Fisher-Price commissioned research showing that meaningful playtime can bring positive health benefits to adults as well as kids, producing its 2020 report ‘playtime for everyone’ with Dr Jacqueline Harding (MA Cert Ed SFHEA), an international expert in child development and neurophysiology.

Fisher-Price continues to expand its large portfolio of pre-school toys. In 2021, Rock-A-Stack will be 100% recyclable and made from Sugar Cane as part of the company’s move to fully recyclable toys across its portfolio. An expansive and innovative range of functional baby gear sees new products across the portfolio, from items suited to support baby at birth, to toys designed to entertain toddlers.

Chuck Scothon, senior vice president of Fisher-Price and global head of infant and pre-school Mattel, commented: “Fisher-Price was founded in 1930 as a brand built from the belief that the world needed better toys. The founders focused on creating toys that ‘appeal to the imagination because play is how kids grow, learn and develop.’ 90 years later this philosophy lives on. Making toys is serious business, and it’s also a ton of fun. We continue to be focused on introducing toys and other core products that help with childhood development during these pivotal years and bring playfulness to homes across the country.”


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