Fisher-Price is an American company that produces educational toys for infants, toddlers and preschoolers, headquartered in East Aurora, New York. The company was founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Helen Schelle, and Margaret Evans-Price.
Fisher-Price has been a wholly owned subsidiary of Mattel since 1993.
Founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Price's illustrator-artist wife Margaret Evans Price, and Helen Schelle, the name Fisher-Price was established by combining two of the three names. Fisher worked previously in manufacturing, selling and advertising games for a company in Churchville, New York. Price had retired from a major variety chain store, and Helen Schelle previously operated Penny Walker Toy Shop in Binghamton, New York. Fisher-Price's fundamental toy-making principles centered on intrinsic play value, ingenuity, strong construction, good value for the money, and action. Early toys were made of heavy steel parts and ponderosa pine, which resisted splintering and held up well to heavy use. The details and charm were added with colorful lithographic labels. Mrs. Price was the first Art Director and designed push-pull toys for the opening line, based on characters from her children's books.
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