Fisher-Price
Infant and preschool toys
Toys for babies, toddlers and preschoolers, including Little People, sold to parents worldwide as a trusted early-play brand.
Infant and preschool toysSince 1930
How it started
Merged into Mattel in 1993.
1993bought by Mattel
Mattel acquired Fisher-Price, founded in East Aurora in 1930, in a November 1993 all-stock merger, adding a leading infant and preschool brand.
How big it is
How big is Fisher-Price?
$622MFisher-Price gross billingsFY2025
$786MInfant, Toddler & Preschool gross billingsFY2025
Its place in Mattel
One in ten Mattel billing dollars.
10.2%of Mattel gross billingsFY2025
Fisher-Price gives Mattel its infant, toddler and preschool business and is one of its three reported power brands.
Who it competes with
VVTechLLEGO DUPLOMMelissa & DougPPlayskool
What Mattel does not disclose
- Price of the 1993 merger (stock swap of 1.275 Mattel shares per Fisher-Price share; no dollar value in the filing)
- Net sales of Fisher-Price (Mattel reports gross billings only)
- Fisher-Price operating profit
The group behind itMattel
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Sources
Every number on this page comes from Mattel's own reports.
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