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Fisher-Price Toys
 
The depression era was not the best of times to start a new toy company, but in 1930 Fisher-Price® was formally established in East Aurora, New York by Herman Fisher, Irving Price and his artist wife Margaret Evans Price and Helen Schelle, who after moving to New York from Poqua Iowa had become owner and manager of the Penny Walker toy shop in Bingingham. This role saw Schelle established as a prominent and connected figure within the toy industry and in 1930, she was asked by financier Irving Price to join him as a partner in a new toy company he was starting.
 
Many of the company's early toys were the result of a collaboration between Schelle and Margaret Price, who together worked on their designs. Sixteen wooden toys were taken to the 1931 American International Toy Fair in New York City before Later  being introduced to the public through Macy’s Department Store, during the toys' first year on the American market saw
their placement on shelves in hundreds of stores throughout the country, an achievement partially attributed to Schelle's established contacts within the toy industry.
 
For as long as most of us can remember there have been Fisher-Price toys, and now more and more we see the advancement of the product line into the educational area from the newest teaching toys for preschoolers to the multi award winning Fisher-Price baby gear are yet another part of the ever
growing line of favorites.
 
In 1969 Herman Fisher retired at the age of 71 and that same year Fisher-Price was acquired by the Quaker Oats Company. I n 1991, Fisher-Price regained its independence from The Quaker Oats Company and became
a publicly traded company
 
In November, 1993, stockholders of Fisher-Price, Inc. and Mattel, Inc. approved a merger under which Fisher-Price became a wholly owned subsidiary of Mattel. Then in 1997 when Mattel acquired Tyco Toys, their entire infant and preschool lines became Fisher-Price Toys, a name recognized by parents and children all over the world.
 
The first Fisher-Price toy ever sold was "Dr. Doodle" in 1931. Since then Fisher-Price has developed nearly 5,000 different toys for almost every stage of a child’s development. Over the years brands like Little People toys, View-Master, Rescue Heroes and the Chatter Phone have remained favorites.
Other brands such as Disney, Sesame Street, Barney, Dora the Explorer, See ‘n Say and Rock-a-Stack are marketed under the Fisher-Price name. In addition, Fisher-Price also designs and sells infant care products and has begun developing electronic toys for preschoolers, and In 2009, Fisher-Price bought
all toy rights to Thomas & Friends except for the Learning Curve Wooden products. You can find more Baby Toys, Baby Gear and updates on new products on their website.
 
For information on Fisher-Price Toys you can access their website at
Fisher-Price.com where you will find guides to products by brand, age
and use, or you can visit Fisher Price Baby Toys.
 
Fisher-Price is a wholly owned subsidiary of Mattel®, Inc.
 
John Carter
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