Fisher-Price throws open the doors to its virtual museum celebrating 90 years of the pre-school brand

Mattel’s baby and infant pre-school brand, Fisher-Price, is throwing open the virtual doors of its new Fisher-Price Toy Museum, a digital experience showcasing the brand’s 90 years history in creating some of the world’s most iconic products.

The specially curated showcase has been dubbed ‘the ultimate trip down memory lane’ for people of all ages kicks off with a ‘grand opening’ from tomorrow, October 16th, on the official Fisher-Price Instagram page, where visitors will be able to ‘rekindle their relationship with some of their favourite Fisher-Price toys’ through an exhibition of images and videos.

Today, the world-famous toy company has released nine images to select press outlets to preview what visitors to the museum can expect to see when they log on. At the museum, the legacy of Fisher–Price toys will be on full display. In honour of the brand’s anniversary year, the museum will feature more than 90 different exhibits that will be organised by decade, enabling visitors to easily locate the vintage toys from their childhood.

The launch collection will include a variety of classic products creatively designed by artist and designer Leila Fakouri, who focused on keeping the toys as the star of each environment while incorporating dimensions and textures to create an authentic museum feel.

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.

Artist and designer, Fakouri said: “These toys were designed and created in a variety of time periods spanning almost a century. Each decade has its own style, colours, vibe and nostalgic memories. I focused on bringing this to life by curating a beautiful and complex variety of installations that reflect the visual language of each time.”

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.

“Whether your Fisher–Price memory is playing with the rotary-dial Chatter Telephone as a toddler, rambling behind the Bubble Mower or sparking a lifelong love of music with the Music Box Record Player, the Fisher–Price Toy Museum is the place to relive it all.” 

Fisher–Price is partnering with Time Out across Europe for the launch of the Virtual Toy Museum. Creative content will be produced for five markets including 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.

The content hosted on Time Out will include digital features and social campaigns.

Celebrating a 90-year milestone since its early founding in June 1930. The US 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).

 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 efforts.

The company recently 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.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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