Fisher-Price to Launch Online Museum

The museum is set to celebrate the 90th anniversary of the preschool toy giant.
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License Global

October 15, 2020

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Fisher-Price, Mattel’s leading baby and infant pre-school brand across the world, is throwing open the virtual doors to its brand new Fisher-Price Toy Museum –  the first-of-its-kind experience which digitally showcases classic Fisher-Price toys from the past nine decades in a colorful exhibition especially created and curated for Instagram.

Mattel is exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do business on an international stage. The event takes place Oct. 6-29. 

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“The Fisher-Price Toy Museum was inspired by the idea that, whether you were born in the 1950s, 1980s or 2000s, everyone has a memory of their favorite childhood toy, and many of those are from Fisher-Price,” says Chuck Scothon, senior vice president and global head, infant and preschool, Mattel. “The intent of this museum is to take visitors back to their unique childhood experiences, and give

them the opportunity to relive their youth, even if just for a few moments.”

In what is being dubbed the ultimate trip down memory lane for people of all ages, the grand opening of the Fisher-Price Toy Museum will be on October 16 where visitors to the official 

Fisher-Price Instagram page

 will be able to rekindle their relationship with some of  their favorite Fisher-Price toys through an interactive exhibition of images and videos.

At the museum, the legacy of Fisher-Price toys will be on full display. In honor of the brand’s anniversary year, the museum will feature more than 90 different exhibits that will be organized by decade, enabling visitors to easily locate the vintage toys from their childhood.

Specific exhibits include Snoopy Sniffer, which launched in 1938 and sits atop a fabricated slice of blueberry pie; the iconic Roller Skates, which were first introduced in 1983 and are showcased in a miniature roller skating rink complete with the wood paneled flooring and carpeted walls; and the Soothe & Glow Seahorse, which launched in 2008 and is displayed underwater in an aquarium setting.

Celebrating a 90-year milestone since its early founding in June 1930, the pioneering company was the first to use and term the phrase ‘Preschool Toys’  in 1934, the first to create licensed toys and one of the first companies to make coding available to preschool kids with the introduction of the Code-A-Pillar in 2016.

Accompanying the museum is a gift shop offering 16 products that celebrate the brand’s timeless toys. Gift shop items, which will be available in limited quantities, include a Doctor Doodle T-shirt, Space Blazer socks, shoelaces featuring the brand’s classic roller skates and a lunchbox with imagery of vintage Little People figures.

In 2020, during the global COVID pandemic, Fisher-Price released a special edition line of collectible action figures and Little People Community Champions called the #ThankYouHeroes where all net proceeds go to charities supporting COVID-19 efforts.

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