Fisher-Price is an American company that produces educational toys for infants, toddlers, and children, headquartered in East Aurora, New York. Fisher-Price has been a subsidiary of Mattel since 1993.

Fisher-Price, Inc.
FoundedJune 19, 1930; 90 years ago (1930-06-19)
FounderHerman Fisher
Irving Price
Margaret Evans Price
Helen Schelle
Rebecca D. Fisher
ProductsBaby gear, toys, dolls, books, puzzles
RevenueDecreaseUS$1.7 billion (2017)
ParentIndependent (1930–1969, 1991-1993)
The Quaker Oats Company (1969-1991)
Mattel (1993–present)


Founded in 1930 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. 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.[1] Mrs. Price was the first Art Director and designed push-pull toys for the opening line, based on characters from her children's books.

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 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 collectibles market.)[2] 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. "Buzzy Bee" was the first Fisher-Price toy to make use of plastic.[3] 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.[4]

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

Toy recallEdit

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.[5][6]

Rock 'n Play recallEdit

Fisher-Price recalled all models of their Rock 'n Play sleeper on 12 April 2019. The product was introduced in 2009, and 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."[7]

Years before the introduction of the Rock 'n Play sleeper, in the mid-1990s, the American Academy of Pediatrics' 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 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.[8]

The Rock 'n Play was designed 15 years after these sleep recommendations were published, and violated them. Fisher-Price sold the Rock 'n Play without first getting medical advice, and without doing any safety tests. They continued to sell it for years after the first deaths were reported.[8]

Current brands and productsEdit

Baby Gear productsEdit

  • Baby bouncers
  • Baby monitors
  • Baby swings
  • Booster seats
  • Car seats
  • Entertainers & activity centers
  • High chairs
  • Infant seats
  • Play yards
  • Rainforest Collection
  • Strollers
  • Tubs & potties

Historic brands and productsEdit

Video gamesEdit

Starting in the 1980s, seven games which carried the Fisher-Price name have been published 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) (made but never shipped)
  • Firehouse Rescue[10] (1988)
  • Little People Bowling Alley (1989)
  • School Bus Driver (1989)
  • My Grand Piano (1989)
  • Perfect Fit[11] (1990)
  • I Can Remember[12] (1990)

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
  • 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 1st Grade

Other titles published by Fisher-Price include:

  • Great Adventures Pirate Ship[13] (1998)
  • Time to Play Pet Shop[14] (1999)
  • Big Action Construction (2001)
  • Big Action Garage (2001)[15]

Other Fisher-Price productsEdit

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


  1. ^ "7 Fisher-Price Classic Toys". Retrieved November 7, 2017.
  2. ^ "Vintage Fisher-Price Toys". Retrieved November 7, 2017.
  3. ^ ""Fisher-Price Pre-School Toys Buying Guide"".
  4. ^ "This Old Toy's Original "Little People" History".
  5. ^ ""Fisher-Price Recalls Licensed Character Toys Due To Lead Poisoning Hazard"".
  6. ^ ""Mattel Voluntary Safety Recall Facts"".
  7. ^ Fritz, Angela; Frankel, Todd (12 April 2019). "After reports of infant deaths, nearly 5 million Fisher-Price Rock 'n Play Sleepers are recalled" (12 April 2019). The Washington Post. Retrieved 24 November 2019.
  8. ^ a b Frankel, Todd (30 May 2019). "Fisher-Price invented a popular baby sleeper without medical safety tests and kept selling it, even as babies died" (30 May 2019). The Washington Post. Retrieved 24 November 2019.
  9. ^ Coopee, Todd. "Chatter Phone from Fisher-Price 1962".
  10. ^ "Fisher Price: Firehouse Rescue Release Date". GameFAQs. Retrieved 2008-07-26.
  11. ^ "Fisher Price: Perfect Fit Release Date". GameFAQs. Retrieved 2008-07-26.
  12. ^ "Fisher Price: I Can Remember Release Date". GameFAQs. Retrieved 2008-07-26.
  13. ^ "Great Adventures by Fisher-Price: Pirate Ship (PC)". IGN. Retrieved 2016-02-10.
  14. ^ "Fisher-Price: Time to Play Pet Shop". Retrieved 2016-02-10.
  15. ^ " Fisher-Price Big Action Garage - PC/MAC:Video Games". Retrieved July 20, 2017.

External linksEdit