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About Fisher Price

Fisher-Price toys, from online games to the famous Little People (not to mention classics like Power Wheels, View-Master, Rescue Heroes, the Chatter Telephone, and the Rock-a-Stack) can do a lot to boost your tot’s IQ, as well as make playtime fun for the whole family. The company was founded in 1930 by Herman Fisher, Irving Price, Price's illustrator-artist wife Margaret Evans Price, and Helen Schelle. You may think that the precipice of the Great Depression was not the best time to turn toymaker, but you would be wrong: Fisher-Price’s toys were bursting with such whimsy and magic that they were instant hits. Today, Fisher-Price is still headquartered in its original home in East Aurora, New York, where their often-emulated “Play Lab” is based – it was the first child research center of its kind in the toy industry, allowing researchers and toy designers to observe the way children play and how play benefits their development. Fisher Price is now owned by Mattel, and continues to make baby and preschool toys that stand the test of time – as well as participate in today’s pop culture: other brands marketed under the Fisher-Price name include Disney, Sesame Street, Barney, Dora the Explorer, See 'n Say and Thomas the Tank Engine and Friends.

New Sales Featuring Fisher Price & more

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Past Sales Featuring Fisher Price & more

Sale Ended November 15, 2014

Early Access: Gear Essentials Feat. Sophie the Giraffe

Tackle teething, diaper changing, and way beyond with these go-tos.

Sale Ended May 13, 2014

Aden + Anais

Keep baby snug as a bug with soft blankets, sleep sacks, and terry towels.

Sale Ended April 04, 2014

Baby Boutique: Perfect Gifts

Say hello to the season with charming new clothes, on-the-go gear, and must-have gifts.

Sale Ended March 03, 2014

Fisher Price: Little People

The beloved brand’s playtime musts, from school bus sets to princess castles.

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