In the early 1950s, Fisher-Price identified plastic as a material that could help the company incorporate longer-lasting decorations and brighter colors into its toys. The first Fisher-Price toy ever sold was 'Dr. In 1931, three of the four founders took 16 of their wooden toys to the American International Toy Fair in New York City and they quickly became a success. The mayor of Aurora, New York, supported Fisher by raising $100,000 in capital. Price was the first Art Director and designed push-pull toys for the opening line, based on characters from her children's books. The details and charm were added with colorful lithographic labels. Early toys were made of heavy steel parts and ponderosa pine, which resisted splintering and held up well to heavy use. Fisher-Price's fundamental toy-making principles centered on intrinsic play value, ingenuity, strong construction, good value for the money, and action. Price had retired from a major variety chain store, and Helen Schelle previously operated Penny Walker Toy Shop in Binghamton, New York. Fisher worked previously in manufacturing, selling and advertising games for a company in Churchville, New York. The company also manufactures a number of products and toys designed for infants.įisher-Price has been a wholly owned subsidiary of Mattel since 1993.įounded in 1930 during the Great Depression by Herman Fisher, Irving Price, Price's illustrator-artist wife Margaret Evans Price, and Helen Schelle, the name Fisher-Price was established by combining two of the three names. Notable Fisher-Price toys include the Little People toy line, Power Wheels, View-Master, Rescue Heroes, the Chatter Telephone, and the Rock-a-Stack. The company was founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Helen Schelle, and Margaret Evans-Price. Fisher-Price is an American company that produces educational toys for infants, toddlers and preschoolers, headquartered in East Aurora, New York.

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