Fisher-Price, Inc. is an American company that produces educational toys for infants, toddlers and preschoolers, headquartered in East Aurora, New York. It was founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Helen Schelle and Margaret Evans Price. Fisher-Price has been a wholly owned subsidiary of

Mattel Mattel, Inc. ( ) is an American multinational corporation, multinational toy manufacturing and entertainment company headquartered in El Segundo, California. Founded in Los Angeles by Harold Matson and the husband-and-wife duo of Ruth Handler, ...

since 1993. Notable toys from the brand include the Little People toy line, Power Wheels, View-Master, Rescue Heroes, the Chatter Telephone, and the Rock-a-Stack. The company also manufactures a number of products and toys designed for infants.

History

Fisher-Price was founded in 1930 during the

Great Depression The Great Depression was a severe global economic downturn from 1929 to 1939. The period was characterized by high rates of unemployment and poverty, drastic reductions in industrial production and international trade, and widespread bank and ...

by Herman Fisher, Irving Price, Price's illustrator-artist wife Margaret Evans Price and Helen Schelle. 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 Binghamton ( ) is a city in the U.S. state of New York, and serves as the county seat of Broome County. Surrounded by rolling hills, it lies in the state's Southern Tier region near the Pennsylvania border, in a bowl-shaped valley at the c ...

. 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. 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. In 1931, three of the four founders took 16 of their wooden toys to the American International Toy Fair in

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

and they quickly became a success. The first Fisher-Price toy ever sold was "Dr. Doodle" in 1931. In the early 1950s, Fisher-Price identified

plastic Plastics are a wide range of synthetic polymers, synthetic or Semisynthesis, semisynthetic materials composed primarily of Polymer, polymers. Their defining characteristic, Plasticity (physics), plasticity, allows them to be Injection moulding ...

as a material that could help the company incorporate longer-lasting decorations and brighter colors into its toys, introducing "Buzzy Bee" as the company's first. By the end of the 1950s, Fisher-Price manufactured 39 toys incorporating plastics. During the 1960s, the Play Family (later known as Little People) product line was introduced and soon overtook the popularity of earlier toys. The 'Family House' was one of the more popular Little People playsets. Herman Fisher retired at the age of 71 in 1969 and The Quaker Oats Company bought Fisher-Price the same year. In April 1990, Quaker Oats announced they would spin off Fisher-Price as a publicly traded company, of which their shareholders would control the company. This was following struggling sales and competition from rival toy companies. The deal was completed at the end of June 1991, with the company trading on the

New York Stock Exchange The New York Stock Exchange (NYSE, nicknamed "The Big Board") is an American stock exchange in the Financial District, Manhattan, Financial District of Lower Manhattan in New York City. It is the List of stock exchanges, largest stock excha ...

. On August 20, 1993,

and Fisher-Price announced that they had agreed to merge for $1 billion to create a single company. Fisher-Price's company assets would be folded into Mattel although they would keep their New York-based offices. The deal closed at the end of November, and Fisher-Price became a fully-owned subsidiary. 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 A preschool (sometimes spelled as pre school or pre-school), also known as nursery school, pre-primary school, play school, is an school, educational establishment or learning space offering early childhood education to children before they ...

products under the Fisher-Price name. In 2004, Royal Caribbean Cruise lines launched Fisher-Price Cabanas, for children on each of their cruise ships.

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.

Rock 'n Play

Fisher-Price recalled all 4.7 million of their Rock 'n Play sleepers on April 12, 2019, days after the company recalled 250,000 infant soothers. The product, introduced in 2009, 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". Years before the introduction of the Rock 'n Play sleeper in the mid-1990s, the

American Academy of Pediatrics The American Academy of Pediatrics (AAP) is the largest professional association of pediatricians in the United States. It is headquartered in Itasca, Illinois, and maintains an office in Washington, D.C. The AAP has published hundreds of poli ...

' ''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 (also known as SIDS, or "Sudden Infant Death Syndrome") 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. The Rock 'n Play was designed 15 years after these sleep recommendations were published and, according to an article from ''The Washington Post'', 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. In January 2023, Fisher-Price re-announced the recall after additional infant deaths were reported.

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. 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 The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Di ...

, 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 ''Thomas & Friends'' is a British children's television series which aired from 9 October 1984 to 20 January 2021. Based on ''The Railway Series'' books by Wilbert Awdry and his son Christopher Awdry, Christopher, the series was developed for ...

, except for the Wooden Railway line. Through Mattel's 2012 acquisition of

HIT Entertainment HIT Entertainment Limited (stylised as HiT) was a British-American entertainment company founded in 1982 as Henson International Television, the international distribution arm of The Jim Henson Company, by Jim Henson, Peter Orton, and Sophie Turn ...

, 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.

Current

* Thomas and Friends (2010-present) * Imaginext (2002–present) * Laugh & Learn (2004–present) * Little People (update of the Play Family line) (1959–present) * Power Wheels (1985–present) * Rainforest Jumperoo * Smart Toy * Think & Learn *

Batwheels ''Batwheels'' is an American animated Superhero fiction, superhero children's television series that premiered on September 17, 2022, on Max (streaming service), HBO Max. It made its linear premiere on October 17, 2022, on Cartoon Network's presc ...

(2023-present) * Linkimals (2019-2024) * Link Squad (2024-present)

Baby-oriented

* Bassinets * Soothers & Mobiles * Entertainers & Activity Centers * Jumperoos * High chairs & Booster Seats * Domes * Floor Seats * Tubs & Potties * Carriers

Historic

Woodsey

During 1979–1983, Fisher-Price issued the Woodsey line of toys, whose characters were forest animals. It was accompanied by the ''Woodsey Log Library'', a companion book series written by Marci Ridlon and illustrated by Cyndy Szekeres. Installments in the series included ''Grandma & Grandpa's Grand Opening'', ''Uncle Filbert Saves the Day'', ''Mayor Goodgrub's Very Important Day'', and ''Lightning Strikes Twice''. Later in the line's run, Michael Hague took over as illustrator with ''Bramble Beaver's Bright Idea'' and ''The Seasons with V.B. Bird''.

Other franchises

* 3rd & Bird related products (2008–2010) * Adventure People * Alphabet magnet board * '' ALVINNN! and the Chipmunks'' related products (2015–2020) * Amazing Animals *

Arthur Arthur is a masculine given name of uncertain etymology. Its popularity derives from it being the name of the legendary hero King Arthur. A common spelling variant used in many Slavic, Romance, and Germanic languages is Artur. In Spanish and Ital ...

(Powertouch, Pixter and Easy Link only) (2002–2009) (Moved from Playskool)) * Baby Gymnastics * Baby Looney Tunes related products (2002–2004) * '' The Backyardigans'' related products (2004–2012) *

Barbie Barbie is a fashion doll created by American businesswoman Ruth Handler, manufactured by American toy and entertainment company Mattel and introduced on March 9, 1959. The toy was based on the German Bild Lilli doll, Bild Lilli doll which Hand ...

(Smart Cycle, Pixter, Little People, vehicle toys) (2004–2023) * '' Barney'' related products (1993–1999, 2000–2005, and 2018 (Moved from Playskool)) * '' Bear in the Big Blue House'' related products (1998–2004) * The Berenstain Bears related products (1985–1992) * '' Between the Lions'' related products (2000–2002) * '' Blaze and the Monster Machines'' related products (2014–2020) * '' Blue's Clues'' related products (1998–2004, 2007) (moved from Tyco) * '' Blue's Room'' related products (2004–2007) * '' Bob the Builder'' (Original) (Easy Link and Smart Cycle only) * '' Bob the Builder'' (2015 reboot) related products (2015–2022) * Brilliant Basics * '' Butterbean's Cafe'' related products (2018–2021) * Chatter Telephone * '' Bing'' related products (Australia and UK only) * '' Bubble Guppies'' related products (2011–2017) * '' Cars'' related products (Shake N Go, Spiral Speedway, and Geotrax only) (2006–2010) * '' Cars 2'' related products (2011–2012) * Clifford the Big Red Dog (Powertouch, Computer Cool School, Easy Link, Pixter and View Master only) (2002–2009) * '' Cleo & Cuquin'' related products (Other countries only) * Construx building toys * Corn Popper * '' The Croods'' related products (2013–2014) * Computer Cool School * Cyberchase (Pixter only) (2002–2006) * Dance Baby Dance! * DC League of Super-Pets related products (2022–2023) * DC Super Friends (Smart Cycle, Trio, Hero World and Imaginext only) (2009–2021) * Digital Arts And Crafts Studio (2007–2009) * Disney Princess related products (2002–2006) * Doodle Pro (changed name from Magna Doodle) * '' Dora and Friends'' related products (2014–2017) * '' Dora the Explorer'' related products (2000–2017) * '' Dragon Tales'' related products (2000–2004) (Moved from Playskool)) * Easy Link Internet Launch Pad (2007–2009) * ESPN related products (2004–2009) * The Fairly OddParents (Powertouch, InteracTV, I Can Play Piano and Pixter only) (2004–2007) * Favorites of Nick Jr. (2015–2017) * '' Fimbles'' related products (Australia and UK only) * Finding Nemo (Disney Baby only) (2013–2015) * Flip Track (1992–2002) (replaced in 2002 by GeoTrax, still compatible with GeoTrax) * FP3 player * Fun 2 Learn * Fusion Crew * GeoTrax (2002–2011) * '' Go Diego Go'' related products (2005–2011) * '' Go Jetters'' related products (Other countries only) * '' Guess with Jess'' related products (2009–2010) * '' Handy Manny'' related products (2006–2013) * Hero World (2010–2013) * '' Higglytown Heroes'' related products (2006–2009) * Hot Wheels (Trio, Smart Cycle and Pixter only) (2004–2014) * I Can Play Guitar * I Can Play Piano * InteracTV (2004–2007) * '' It's a Big Big World'' related products (2006–2009) * iXL (2010–2012) * '' Jake and the Never Land Pirates'' related products (2011–2018) * Jimmy Neutron (Powertouch, InteracTV, I Can Play Piano, and Pixter only) (2004–2007) * '' JoJo's Circus'' (View Master and Easy Link Only) (2006-2007) * Jolly Jumping Jack crib toy * Julius Jr. related products (2013–2017) * '' Jungle Junction'' related products (2009–2012) * Jurassic World (Imaginext only) (2015–2022) * Kid Tough Electronics * Knows Your Name Dolls (Sesame Street, Dora the Explorer, Winnie the Pooh, and SpongeBob SquarePants) * '' The Koala Brothers'' related products (2004–2009) * '' Krypto the Superdog'' related products (2004–2007) * '' Kung Fu Panda 2'' related products (2011–2012) * '' LazyTown'' related products (2004–2009) * Learn Through Music (2002–2005) * Learn Through Music Plus (2005–2007) * Lightyear (Imaginext only) (2022–2023) * '' Little Bill'' related products (2000–2002) * ''

Little Einsteins ''Little Einsteins'' is an American Animated series, animated children's television series developed by Douglas Wood (writer), Douglas Wood and based on the Baby Einstein line of videos. Produced by The Baby Einstein Company (at the time owned ...

'' related products (2006–2010) * Little Mommy (Baby dolls and their various accessories) * '' Lunar Jim'' related products (Australia and UK only) * Baby Smartronics * Little Superstar * '' Madagascar 3: Europe's Most Wanted'' related products (2012–2013) * ''

Mickey Mouse Mickey Mouse is an American cartoon character co-created in 1928 by Walt Disney and Ub Iwerks. The longtime icon and mascot of the Walt Disney Company, Mickey is an anthropomorphic mouse who typically wears red shorts, large shoes, and white ...

'' related products (1998–2004) * '' Mickey and the Roadster Racers'' related products (2017–2020) * ''

Mickey Mouse Clubhouse ''Mickey Mouse Clubhouse'' is an American animated interactive children's television series for preschoolers. Produced by Disney Television Animation, the series was created by Disney veteran Bobs Gannaway. The series originally aired 125 epi ...

'' related products (2006–2017) * '' Mike the Knight'' related products (2011–2017) * Minions: The Rise of Gru (Imaginext only) (2020–2022) * Miracles and Milestones * Monster Jam (Pixter only) (2002–2006) * Monsters University (Imaginext only) (2013–2015) * Movie Viewer * The Mr. Men Show related products (2008-2009) * '' My Friends Tigger & Pooh'' related products (2007–2011) * Nickelodeon Knows Your Name (2009–2012) * My Friend Dolls (Mikey, Becky, etc.) * '' Miss Spider's Sunny Patch Friends'' related products (2004–2009) * '' The Muppets'' related products (1975–2004, including the rare Wild Animal plush) * '' Ni Hao, Kai-Lan'' related products (2007–2013) * Ocean Wonders * '' The Octonauts'' related products (2012–2017) * Oreo Matchin Middles Game * Peek-a-Blocks * '' Peppa Pig'' related products (2013–2017, all moved to Hasbro) * The Penguins of Madagascar (Smart Cycle and iXL only) (2010–2012) *

Pixter Pixter was among the first portable handheld touch screen drawing toys for children invented by Rehco, LLC and marketed by Fisher Price from 2000 through 2007. Pixter was pre-programmed with fun content and repeatable play. Pixter also could accep ...

(2000–2007) * '' Planes'' related products (2013–2015) * Play Family * Pocket Rockers * Pop-onz * Power Rangers (Imaginext only) (2015–2018) * PowerTouch Learning System * Puffalumps * Purr-tenders (1987–88) * The Puzzle Place related products (1996–1999) * PXL-2000 camcorder * '' Rainbow Rangers'' related products (2018–2022) * Read With Me DVD * '' Rolie Polie Olie'' related products (2000–2004) * Roll-a-Rounds * Roly Poly * Santiago of the Seas related products (2020–2022) * Scooby-Doo (Imaginext, iXL, Smart Cycle, Computer Cool School and Pixter only) (2004–2020) * '' Sesame Street'' related products (1998–2011, (all moved to Hasbro, and 1993–1997 (moved from Tyco)) * Shake 'n Go! (2005–2017) * '' Shimmer and Shine'' related products (2015–2022) * Shrek Forever After (Smart Cycle and iXL only) (2010–2011) * Smart Cycle (2007–2017) * Smart Street (1994–??) * Snap 'n Style Friends & Fashions * SparkArt Creativity System * Spelling Starter (1987-1990) * ''

SpongeBob SquarePants ''SpongeBob SquarePants'' is an American animated television series, animated comedy television series created by marine science educator and animator Stephen Hillenburg for Nickelodeon. It first aired as a sneak peek after the 1999 Kids' C ...

'' related products (2004–2007) * '' The SpongeBob Movie: Sponge on the Run'' (Imaginext only) (2020–2022) * '' The SpongeBob Movie: Sponge Out of Water'' (Imaginext only) (2015–2016) * Star Station Entertainment System (2004–2007) * '' Storybots'' related products (2018–2020) * '' Sunny Day'' related products (2017–2020) * '' Super Why!'' (View Master and Computer Cool School only) (2009–2010) * Talk-to-Me books with record "discs" built into the pages * '' Team Umizoomi'' related products (2010–2015) *

Teen Titans The Teen Titans are a superhero team appearing in American comic books published by DC Comics, frequently in eponymous monthly series. As the group's name indicates, the members are teenage superheroes, many of whom have acted as sidekicks to DC ...

(Pixter only) (2004–2006) * ''

Teen Titans Go! ''Teen Titans Go!'' is an American animated television series developed by Aaron Horvath and Michael Jelenic for Cartoon Network. It premiered on April 23, 2013, and is based on DC Comics' fictional superhero team the Teen Titans. The series ...

'' (Imaginext only) (2017–2020) *

Teenage Mutant Ninja Turtles ''Teenage Mutant Ninja Turtles'' (''TMNT'') is an American media franchise created by comic book artists Kevin Eastman and Peter Laird. It follows Leonardo (Teenage Mutant Ninja Turtles), Leonardo, Donatello (Teenage Mutant Ninja Turtles), D ...

(Vehicle toys only) (2012–2017) * ''

'' (Original) related products (2009–2021, moved from Learning Curve) * '' Thomas & Friends: All Engines Go'' related products (2021–2023) * Toddlerz * Toots the Train * ''

Toy Story 3 ''Toy Story 3'' is a 2010 American animated comedy-drama film produced by Pixar Animation Studios for Walt Disney Pictures. The third installment in the Toy Story (franchise), ''Toy Story'' series, it was directed by Lee Unkrich, the editor ...

'' related products (2010–2011) * '' Toy Story 4'' related products (2019–2020) * Trio (2009–2014) * '' Trolls Band Together'' related products) (2023–2024) * '' VeggieTales'' related products (1998–2004, moved to Blue Box Toys) * View-Master (1939–2020) * View Master Super Sounds (2004–2009) * '' Waybuloo'' related products (2009; Australia and UK only) * The Wiggles (Easy Link and View Master only) (2002–2009) * '' Winnie the Pooh'' related products (1998–2007, 2011–2017, 2020–2022) * Winx Club (Pixter only) (2004–2006) * '' Wonder Pets'' related products (2007–2012) * '' Wow! Wow! Wubbzy!'' related products (2007–2010) * Yu-Gi-Oh! (Pixter only) (2004–2006)

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. In 1990, three of these titles were ported to the Nintendo Entertainment System: * ''Fun Flyer'' (1984) (never shipped initially, but eventually released in 1990) * ''Firehouse Rescue'' (1988) * ''Little People Bowling Alley'' (1989) * ''School Bus Driver'' (1989) * ''My Grand Piano'' (1989) * ''Perfect Fit'' (1988) * ''I Can Remember'' (1989) Titles developed by Davidson & Associates include: * ''Fisher Price ABC's'' * ''Fisher Price 123's'' * ''Fisher Price Sing Alongs: Barnyard Rhythm and Moos'' * ''Fisher Price Dream Dollhouse'' * '' Fisher Price Ready for School'' * ''Great Adventures Castle'' * ''Great Adventures Pirate Ship'' * ''Great Adventures Wild Western Town'' * ''Puddle Books Series'' * ''Learning in Toyland'' * ''Ready for School Toddler'' * ''Ready for School Preschool'' * ''Ready for School Kindergarten'' * ''Ready for School Reading'' * ''Ready for School 1st Grade'' Other titles published by Fisher-Price include: * ''Great Adventures Pirate Ship'' (1998) * ''Time to Play Pet Shop'' (1999) * ''Big Action Construction'' (2001) * ''Big Action Garage'' (2001)

Other

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

References

External links

* {{Authority control Mattel subsidiaries Toy brands Toy companies of the United States Manufacturing companies based in New York (state) Companies based in Erie County, New York American companies established in 1930 Toy companies established in 1930 1930 establishments in New York (state) 1969 mergers and acquisitions 1991 initial public offerings 1993 mergers and acquisitions Companies formerly listed on the New York Stock Exchange