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Fisher Price Completes 90 Years, Opens Virtual Toy Museum

The museum can be redirected to a virtual gift shop that sells limited-edition apparel, accessories, and housewares from Mattel’s e-commerce site.

With the arrival of the holiday season, the iconic toy company is looking to offer its customers a seamless virtual experience that taps into nostalgia for its toys that have been favorites of many generations.

November 11, 2020

The virtual toy museum aims to evoke memories of childhood, with nostalgia becoming a more common theme in brand campaigns of the recent few years. Image: Fisher-Price

Mattel’s baby and infant pre-school toy brand, Fisher-Price has introduced a virtual Fisher-Price Toy Museum on Instagram to mark its 90 year anniversary. This brings a digital experience to its customers by showing the brand’s 90 years history in creating some of the world’s most iconic products.

The specially curated exhibit has been touted as ‘the ultimate trip down memory lane’ for people of all ages, on the official Fisher-Price Instagram page, where visitors will be able to remember some of their favourite Fisher-Price toys’ through the decades with an exhibition of images and videos. In honour of the brand’s anniversary year, the museum will showcase more than 90 different toys and collectible figures that will be showcased by decade, enabling visitors to easily locate the vintage toys from their childhood.

Chuck Scothon, senior vice president of Fisher-Price, global head of infant and preschool, Mattel, added: “At Fisher-Price, we are always looking for ways to create playful connections between children and the grownups in their lives. As many families continue to look for virtual experiences to enjoy together, we are opening a new digital museum that will enable visitors to share memories of their favorite toys with their children.”

Fisher-Price has partnered with Time Out across Europe for the launch of the Virtual Toy Museum. Creative content has been produced for five markets including the UK, Germany, France, Spain, and Italy encouraging parents to visit the Fisher-Price Toy Museum on Instagram and revisit the decade they grew up in.

Since its early founding in June 1930, the US toy company was the first to use and term the phrase ‘Preschool Toys’ (1934), the first to create licensed toys, and one of the first companies to make coding available to pre-school kids with the introduction of the award-winning Code-A-Pillar (2016).

A few months ago, 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 efforts.

Recently, the company had launched a new multi-year, 360-degree marketing campaign titled, “Let’s Be Kids,” that celebrates seeing the world as kids see it, with optimism and humour whilst also extending an open invitation to grown-ups to grow-down and rediscover the joy of playtime.

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