FISHER-PRICE® RETURNS TO ITS ROOTS LAUNCHING NEW WOODEN TOY RANGE MADE TO TREASURE FOR GENERATIONS

FISHER-PRICE^® RETURNS TO ITS ROOTS LAUNCHING NEW WOODEN TOY RANGE MADE TO TREASURE FOR GENERATIONS
 
The launch comes after new research from the brand reveals 75 percent of parents enjoy seeing younger family playing with their favourite childhood toys*

• Fisher-Price returns to its roots as it launches new Wood range 90 years after its original, landmark wooden line; the new collection of timeless, wooden toys is designed to encourage open-ended play and be treasured for generations
• The launch comes after the brand reveals 75 percent of parents enjoy seeing their younger family members play with toys they used to enjoy as children and that 61 prefer toys that can be kept in the family
• The new range is made with wood from FSC®-certified sources**, and Fisher-Price is supporting Trillion Trees, a united force of BirdLife International, Wildlife Conservation Society and WWF, to grow 10,000 trees, helping create forests for future generations to enjoy

Sweden, 19 September 2024: Fisher-Price^®, the world’s #1 brand in infant, toddler and preschool toys***, returns to its roots as it launches its new Wood range. Since the debut of its landmark wooden toy line more than 90 years ago, Fisher-Price has been focused on creating trusted playthings that inspire a child’s creativity and development and are also built to last.
 
The new timeless Wood range, designed for children ages six months to five years, comes as Fisher-Price reveals that 74 percent of parents enjoy seeing their younger family members play with toys they used to enjoy as children, and 61 prefer toys that can be kept in the family.****
 
Having also discovered that Nordic parents selected wooden toys as best for intergenerational play, this new collection features fresh, modern designs to encourage open-ended play that grandparents, parents and children alike will love. Made with wood from FSC^®-certified sources, these toys can withstand years of play so that they can be treasured for generations to come. A timelessness that’s important considering intergenerational play brings joy to 64 percent of parents as they watch their own parents interacting with their children.
 
The new line also speaks to parents who are looking for a more affordable, back-to-basics play experience for their children that is still fun, educational, and promotes healthy development. And with 59 percent of parents having passed a wooden toy down to another family member, it’s no surprise that 64 percent believe wooden toys to be the most timeless of playthings and 58 percent purchase them for this exact reason.
 
For many parents, watching their children play with toys invokes a sense of nostalgia, as research reveals 77 percent wish they still had one of their own childhood toys for their children to play with. However, for those that have managed to keep their favourite playthings, 35 percent say they’re too nervous to let their children play with them for fear of breaking these cherished possessions.
 
Fisher-Price is a pioneer in wooden toys, launching their first ever line of toys — the original ‘16 Hopefuls’— at the American International Toy Fair in New York in 1931. The range was praised for its beautiful aesthetics and charming play features, with Dr. Doodle being the first Fisher-Price toy ever sold!

Brian Fitzharris, SVP and General Manager, Fisher-Price, said: “For more than 90 years, Fisher-Price has been dedicated to helping children have the best possible start in life through innovative, trusted toys that provide hours of fun and enrichment. With the launch of Fisher-Price Wood—a line that harkens back to the brand’s very roots—we’re bringing a fresh perspective to the timeless appeal of wooden toys that are affordably priced, made with wood from FSC^®-certified sources, and designed to nourish a child’s creativity and development.”
 
To mark the European launch, Fisher-Price is supporting the Trillion Trees initiative – a united force of BirdLife International, Wildlife Conservation Society and WWF –to support the growth of 10,000 trees, helping create forests for future generations to enjoy.
 
Dr. April Bagwill, Programme Coordinator, Trillion Trees, said: “Thanks to the generous support of donors like Fisher-Price, we’ve been able to support projects across the world which have restored nearly half a million trees and counting. Involving local communities every step of the way, we work with them to expand efforts to plant native trees, which are monitored and maintained so they grow into natural forests and provide benefits to people and to the amazing biodiversity we all depend on.”
 
Fisher-Price Wood, toys to treasure for generations.
 
The new range is available to purchase at local retailers now. 
 

The full range includes:

• Fisher-Price^® Wooden Ring Stacker, (18M+): Toddlers will love sorting, stacking, and spinning the easy-to-grasp colourful scalloped shaped rings on the wooden stacking base, developing their fine motor skills as they play.
• Fisher-Price^® Wooden Activity Triangle, (6M+): Little ones can explore the double-sided animal panel, sliding knobs, spinning gears and 3 shapes that twist along the triangle’s corkscrew rod to exercise their fine motor and problem-solving skills.
• Fisher-Price^® Pound and Tap Bench Xylophone, (18M+): Two toys in 1, kids can pound or push the balls through the holes to strike the xylophone keys or remove the xylophone to play on its own, encouraging creativity while helping develop fine motor skills. 
• Fisher-Price^® Wooden Mandala Puzzle, (3Y+): This beautiful puzzle includes 40 shape pieces and a tray with guidelines to help kids sort the shapes into the correct slots to complete the geometric Mandala design, exercising hand-eye coordination and attention skills.
• Fisher-Price^® Wooden Coffee To Go Set, (3Y+): Preschool kids can brew up hours of pretend play with this 15-piece set, which includes 3 takeout beverage cups & sleeves, a spoon to stir, 2 cookies and 2 marshmallows for “snacking,” and cup holder to carry it all. 
• Fisher-Price^® Wooden Toolbox Set, (3Y+): This 9-piece playset has everything your little DIY-er needs, including a toy drill, hammer, screwdriver, wrench, saw, pliers, square ruler, bottle of glue, and a toolbox to build all kinds of pretend projects.
• Fisher-Price^® Wooden Treehouse Ball Run, (9M+): Kids can use the lever to pop the ball to ring the treehouse bell, or they can drop the ball on the ramp, so it rolls down to start the fun all over again, helping discover cause & effect while developing fine motor skills.
• Fisher-Price^® Wooden Stacking Blocks, (18M+): From stacking and matching to making patterns and building structures, inspire your toddler’s creativity through skill-building activities with these classic Wooden Stacking Blocks.
• Fisher-Price^® Stacking Shape Sorter, (18M+): This set features easy-to-grasp wooden rings, octagons and 2-part geometric rectangles to sort and stack on the base, introducing your child to sizes, colours, shapes and more!
• Fisher-Price^® Wooden Music Table, (2Y+): Kids can find their rhythm and exercise their fine motor skills using the mallets to play the xylophone, cymbal, and guiro.

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