Little People given toy makeover

Fisher-Price transforms pre-school toy brand into a lifestyle brand.
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Mattel's pre-school label Fisher-Price has given Little People a complete toy design refresh.

The 54-year-old brand has also been bolstered by a writing, illustration and musical team to "contemporise" the Little People brand for today's generation of pre-schoolers.

It's part of a bid to make Little People a lifestyle brand. Several new Little People webisodes will launch this summer. 

"One of the key aspects of our Fisher-Price growth strategy has been to own, develop and grow world-class brands and intellectual properties," said Dave Ciganko, Vice President of Design, Fisher-Price. 

"We believe the Little People brand has the potential to further evolve into an entertainment property through rich storytelling that typically fuels demand for the brand in other areas like licensed products and experiential partnerships. 

"Bringing the characters forward offers children more content to explore and potential licensees a greater library of resources, thereby increasing sales in and outside of the toy aisle."

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