Our
Story
Fisher-Price is one of the most recognizable and trusted names in the toy industry, dedicated to enriching childhood through innovation, play, and education. Since its founding in 1930, the brand has consistently delivered toys that engage children’s imagination, encourage development, and create memorable experiences. With a mission rooted in making learning fun, Fisher-Price has become a staple in households, day care centers, and early childhood education programs worldwide.
Timeline
The company introduces its first toy line at the International Toy Fair in New York, setting the foundation for its future success.
1931
The brand launches the Play Family (later known as Little People), which becomes one of its most iconic and enduring product lines.
1961
The company enters the baby gear market, producing swings, high chairs, and other parenting essentials.
1997
Fisher-Price celebrates its 90th anniversary and continues to evolve with new product lines focused on STEM learning and smart technology.
2020
1930
Fisher-Price is founded in East Aurora, New York, by Herman Fisher, Irving Price, and Helen Schelle, focusing on durable and imaginative wooden toys.
1950
Fisher-Price introduces plastic into its toy production, enhancing durability and opening new design possibilities.
1993
Mattel acquires Fisher-Price, expanding its global reach and strengthening its presence in the toy industry.
2010
The Laugh & Learn series is launched, integrating digital learning tools
and interactive technology into early childhood toys.
2025
Fisher-Price gets a fresh rebrand in order to stay relevant and position themselves ahead of competitors.
Our
Rebrand
Fisher-Price’s rebrand will focus on shifting from a traditional toy company to a modern and conscious company that goes beyond fun toys. The rebrand will explore, and provide a wide variety of products and experiences to cater to an evolved market. The rebrand will also focus on fostering a community and providing support to parents and caretakers as they provide the best development tools for their children.
New Look
This logo was chosen as the final design because it stood out as the strongest option. The bold, symmetrical typeface commands attention, while the star subtly embedded between the letters adds a clever and memorable touch. Its simplicity ensures versatility, making it adaptable across various mediums, both in print and digital formats.
In the first round, various design concepts were explored using our keywords as guidance.
During this round, we further developed ideas and explored more concepts.
The main logo was finalized along with two logo alternatives.
In the first round, various design concepts were explored using our keywords as guidance.
Brand Extensions
As Fisher-Price evolves, its commitment to empowering parents and enriching childhood experiences continues to grow. Brand extensions provide new opportunities to foster safe, fun, and enriching experiences that support children as they grow, play, and learn. By expanding beyond traditional toys, Fisher-Price can further its mission, offering parents innovative solutions that enhance early childhood development while reinforcing the brand’s core values of Discovery, Support, and Trust.
This diagram visually organizes Fisher-Price’s brand extensions, showcasing their alignment with core values and key attributes; Play, learn, and grow.
PR 1
PR 2
PR 3
Subscription Box
Parents & Child Kits
On-the-go Pouch
