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Fisher-Price is a company that produces toys for infants and children, headquartered in East Aurora, New York. The company is a wholly owned subsidiary of Mattel, Inc. Founded in 1930 by Herman Fisher, Irving Price and his wife, illustrator and artist Margaret Evans Price and Helen Schelle, the name Fisher-Price was established by combining two of the three founders' 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.
Mrs. Price was the first Art Director and designed push-pull toys for the opening line, based on characters from her childrens' books. In 1931, the three 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 collectables market.
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. 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, Fisher Price became a wholly owned subsidiary of Mattel. 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. 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 include Disney, Sesame Street, Barney, Dora the Explorer and See 'n Say. Fisher-Price also designs and sells infant care products and has begun developing electronic toys for preschoolers.
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. Fisher-Price Friends: Fisher-Price learning: Nickelodeon: Nick Jr.: Three games which carried the Fisher-Price name were published by GameTek for the Nintendo Entertainment System: Other Fisher-Price products include Activegear for families on the go, books, software, car travel accessories, footwear, infant carriers, music, and videos.