Fisher-Price is marking 90 years of being the leading baby and infant preschool brand across the world.
Leading nursery and preschool brand, Fisher-Price is marking its 90th anniversary, with new product introductions and a continuation of its ‘Let’s Be Kids’ marketing campaign.
The brand – which has been a staple fixture in many a toy box across the generations – has notched up a number of ‘firsts’ over the year. It says that t was the first to use the phrase ‘preschool toys’, the first to create licensed toys and one of the first companies to make coding available to preschool children with the introduction of the Code-A-Pillar in 2016.
It also altered its manufacturing in the 1940s during the Second World War – after a decade in business – to make medical supply chests and other supporting ancillary.
The recently debuted 360-degree marketing campaign entitled Let’s Be Kids aims to celebrate seeing the world how children see it, with optimism and humour, while also extending an open invitation to grown ups to ‘grow down’ and rediscover the joy of playtime.
Earlier this year saw Fisher-Price commission research which has shown 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, an international expert in child development and neurophysiology.
It has also committed to further innovation in the future – 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 new product range also sees items added to support baby at birth, to toys designed to entertain toddlers.
“Fisher-Price was founded in 1930 as a brand built from the belief that the world needed better toys,” said Chuck Scothon, svp of Fisher-Price and global head of infant and preschool at Mattel. “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.
“Families invite us in when babies are born through their preschool years and this special relationship and responsibility is something we take seriously. 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.”
