Fisher-Price® Introduces New Premium Wooden Toys to Inspire Creativity and Promote Development in Young Children

Rhea-AI Summary

Fisher-Price (NASDAQ: MAT) has introduced a new line of wooden toys named Fisher-Price Wood, designed for children aged 6 months to 5 years. These toys emphasize modern designs and encourage open-ended play. Made from FSC-certified wood, the toys are built to last and can be passed down through generations. The new line includes a range of products such as puzzles, blocks, and role-play sets, aimed at enhancing creativity, fine motor skills, and problem-solving abilities. Fisher-Price Wood is available exclusively at select Walmart stores and Walmart.com, with plans to expand globally later this year.

Positive

• Fisher-Price Wood toys are made from FSC-certified wood, highlighting environmental responsibility.
• The product line targets early childhood development, enhancing creativity, fine motor skills, and problem-solving.
• Exclusive availability at Walmart strengthens retail partnership, potentially increasing sales.
• Affordable pricing makes the product accessible to a broader range of families.
• Expansion plans to global markets later this year could boost international sales.

Negative

• distribution initially could restrict immediate revenue potential.
• Dependency on Walmart for sales might pose a risk if the partnership changes.

Available Exclusively at Walmart, Fisher-Price Wood Prioritizes Modern Designs and On-Trend Themes at Affordable Prices for Families

EAST AURORA, N.Y.--(BUSINESS WIRE)-- Fisher-Price^® (NASDAQ: MAT), a pioneer in creating quality, educational toys for young kids, today unveiled its all-new wooden toy line, Fisher-Price Wood, for children ages 6 months to 5 years. Featuring fresh, modern designs that encourage open-ended play, the new wooden toy line speaks to parents who are looking for a more affordable, back-to-basics play experience for their children. In addition, the products are made with wood from FSC^®-certified sources and designed to last, allowing families to pass them down from generation to generation. With early childhood development at the forefront of Fisher-Price’s purpose, these wooden toys offer a wide range of fun play patterns—from colorful puzzles and blocks to role play, music-making and more—that help spark creativity, develop fine motor skills, and stimulate problem-solving. Fisher-Price Wood is now available exclusively at select Walmart stores and on Walmart.com.

Fisher-Price® introduces new premium wooden toys to inspire creativity and promote development in young children. Fisher-Price Wood is now available exclusively at select Walmart stores and on Walmart.com. (Photo: Business Wire)

Brian Fitzharris, SVP and General Manager, Fisher-Price, said: “For 94 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 debut 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 from FSC^®-certified wood, and designed to nourish a child’s creativity and development.”

Brittany Smith, Vice President of Toys, Walmart, added: “We are excited to be the exclusive retailer for the newest innovation from Fisher-Price—the Fisher-Price Wood assortment of preschool toys. This new assortment is on-trend with what parents are looking for and we’re excited to be able to offer them quality toys at an affordable price.”

Tested in the Fisher-Price^™ Play Lab, the new wooden toys incorporate playful, colorful elements that are more than just fun—they also help childhood development by stimulating the brain through open-ended play, helping kids explore the world at their own pace. Fisher-Price Wood offers an array of products at accessible price points, including the following:

• Fisher-Price ® Wooden Ring Stacker, (SRP: $14.82 | 18M+): Toddlers will love sorting, stacking, and spinning the easy-to-grasp colorful scalloped shaped rings on the wooden stacking base, developing their fine motor skills as they play.
• Fisher-Price ® Wooden Activity Triangle, (SRP: $19.74 | 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, (SRP: $24.82 | 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, (SRP: $19.74 | 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, (SRP: $19.74 | 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, (SRP: $19.74 | 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, (SRP: $24.82 | 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, (SRP: $24.82 | 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. Available in June.
• Fisher-Price ® Stacking Shape Sorter, (SRP: $24.82 | 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, colors, shapes and more!
• Fisher-Price ® Wooden Music Table, (SRP: $24.82 | 2Y+): Kids can find their rhythm and exercise their fine motor skills using the mallets to play the xylophone, cymbal, and guiro.

Fisher-Price Wood is available now at select Walmart stores and on Walmart.com. The new line will also be available, exclusive to Walmart, in Canada, Mexico, Chile and Central America later this year, as well as at key retailers in Europe and other global markets starting this fall.

About Mattel

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie^®, Hot Wheels^®, Fisher-Price^®, American Girl^®, Thomas & Friends^™, UNO^®, Masters of the Universe^®, Matchbox^®, Monster High^®, MEGA^® and Polly Pocket^®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

MAT-FP

View source version on businesswire.com: https://www.businesswire.com/news/home/20240516331563/en/

Holly Rubin: hrubin@webershandwick.com

Sarah Larkin: Sarah.Larkin@mattel.com

Source: Fisher-Price

FAQ

What is the new product line introduced by Fisher-Price?

Fisher-Price has introduced Fisher-Price Wood, a new line of wooden toys for children aged 6 months to 5 years.

Where can I buy Fisher-Price Wood toys?

Fisher-Price Wood toys are available exclusively at select Walmart stores and on Walmart.com.

What materials are Fisher-Price Wood toys made from?

Fisher-Price Wood toys are made from FSC-certified wood.

What age group are Fisher-Price Wood toys designed for?

Fisher-Price Wood toys are designed for children aged 6 months to 5 years.

What are the benefits of Fisher-Price Wood toys?

Fisher-Price Wood toys help enhance creativity, fine motor skills, and problem-solving abilities in children.

When will Fisher-Price Wood be available internationally?

Fisher-Price Wood will be available in international markets starting this fall.