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Fisher-Price Plays, Laughs and Grows Into Global Brand
Toy Company Founded in Depression Has Evolved Into 'Children's Product Company' WithMultiple Integrations
By Beth Snyder Bulik
Published: March 29, 2010 YORK, Pa. (AdAge.com) -- It all started with Dr. Doodle.
In 1931, Herman Fisher, Irving Price and Helen Schelle introduced the woodenduck, along with 15 other products, at the International Toy Fair in New York City.
FISHER GROWS UP: 'As moms have changed, and media consumption has changed, so have we,' said Senior VP-MarketingLisa Macuso.
Dr. Doodle is no longer sold, but the principles that guided its creation are still at the core of Fisher Price. The company's five directives from Mr. Fisher, its first CEO andpresident, were that Fisher-Price products must have "intrinsic play value, ingenuity, strong construction, good value for the money and action."
While the creed remained the same, the company itself hasmorphed with the times. What began as toddler toy-making has grown up into a global brand that is now part of the Mattel empire. Fisher-Price (the "Toys" part of the name was dropped in 1984) stillmakes baby and kid toys, but also many other kinds of branded products for children from ages 0-6, including cribs, car seats, high chairs, monitors and even lamps.
"When the company was built in themidst of the Depression, it was really just a toy company, but it's evolved into a children's product company," said Lisa Mancuso, senior VP-marketing and a 20-year veteran of the company.
To markettheir toy wares in the early years, Fisher-Price used in-store demos, as well as print and radio advertising with an emphasis on the educational value and quality construction of its toys.
DuringWorld War II, Fisher-Price joined many other companies in stopping production to help the war effort. Instead, its factory made medical chests, ammunition crates and repair parts for airplanes.
After...