Fisher-Price was founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Helen Schelle, and Margaret Evans Price. What started in East Aurora, New York, with a simple vision has grown into one of the world’s most trusted names in children’s toys and baby products.

The Early Years: 1930s-1940s

The founders established Fisher-Price on core principles that remain central to the brand today: intrinsic play value, ingenuity, strong construction, good value, and action. In 1931, the team brought 16 handcrafted wooden toys to the American International Toy Fair in New York City, where they became an instant success. The first Fisher-Price toy ever sold was “Dr. Doodle,” marking the beginning of a remarkable journey.

Early Fisher-Price toys were crafted from heavy steel parts and ponderosa pine, chosen for its durability and resistance to splintering. Colorful lithographic labels added charm and visual appeal, creating toys that were both beautiful and built to last. Margaret Evans Price, the company’s first Art Director, designed many of the original push-pull toys, drawing inspiration from characters in her children’s books.

Innovation and Growth: 1950s-1960s

The 1950s brought significant innovation as Fisher-Price identified plastic as a material that could enhance toy durability and introduce brighter, longer-lasting colors. “Buzzy Bee” became the company’s first plastic toy, paving the way for modern toy manufacturing. By the end of the decade, Fisher-Price was producing 39 toys incorporating plastic materials.

The 1960s saw the introduction of the Play Family line, later renamed Little People, which quickly became one of the most beloved toy collections in history. These iconic wooden peg figures and their accompanying playsets, including the popular Family House, captured children’s imaginations and established Fisher-Price as a household name.

Evolution and Expansion: 1970s-1990s

In 1969, Herman Fisher retired at age 71, and The Quaker Oats Company acquired Fisher-Price, providing resources for continued growth. The company expanded its product lines and strengthened its position in the toy industry throughout the 1970s and 1980s.

After operating as a publicly traded company in the early 1990s, Fisher-Price merged with Mattel in 1993 for $1 billion, creating a powerhouse in children’s products. This partnership enabled Fisher-Price to expand internationally while maintaining its New York-based headquarters and commitment to quality.

Modern Era: 2000s-Present

Under Mattel’s ownership, Fisher-Price has continued to innovate and expand. By 1997, Mattel consolidated all its preschool products under the Fisher-Price brand, recognizing its unparalleled reputation among parents. The company has embraced new technologies, creating electronic learning toys while staying true to its roots of quality and educational value.

Fisher-Price has created approximately 5,000 different toys since its founding. Today’s product line includes everything from infant essentials like activity gyms and bassinets to toddler favorites like Power Wheels and learning toys. Popular product lines include Little People, Imaginext, Laugh & Learn, and countless licensed character collections.

Our Commitment Today

For over 90 years, Fisher-Price has remained committed to creating toys and baby gear that support child development at every stage. We understand that play is how children learn about the world, and every product we design is crafted to spark imagination, encourage exploration, and build essential skills.

Trusted by generations of parents, Fisher-Price continues to set the standard for quality, safety, and innovation in children’s products. From a child’s first rattle to their first riding toy, we’re honored to be part of childhood’s most precious moments.