Fisher-Price Redesigns Little People

Fisher-Price® Reveals Redesigned Little People® Characters

New Look for Iconic Brand Unveiled Today During Special Musical Performance with Genevieve Goings at Citi Pond® at Bryant Park™

EAST AURORA, N.Y., Feb. 5, 2013 -- Fisher-Price, Inc., the leading manufacturer of infant and preschool toys and a subsidiary of Mattel, has made an unprecedented investment to refresh its iconic, beloved Little People® brand and transform it from a toy brand to a lifestyle brand. The company executed a complete toy design refresh, complemented by an award-winning writing, illustration and musical team to contemporize the Little People brand for today's new generation of preschoolers, while preserving the charm that has contributed to the ongoing success of the brand's 54-year heritage.

Fisher-Price delighted local ice skaters at Citi Pond® at Bryant Park™ today with a special musical performance by singer/songwriter and children's TV star, Genevieve Goings, who helped the company reveal its redesigned Little People® characters to the public.

Goings performed several songs that she wrote, recorded and produced for engaging Little People webisodes that will launch this summer. The webisodes will feature a multicultural, ensemble cast of Eddie™, Sofie, Koby, Mia® and Tessa, each with unique traits and interests that make them special – just like the children they exemplify.

"One of the key aspects of our Fisher-Price growth strategy has been to own, develop and grow world-class brands and intellectual properties," said Dave Ciganko, Vice President of Design, Fisher-Price. "We believe the Little People brand has the potential to further evolve into an entertainment property through rich storytelling that typically fuels demand for the brand in other areas like licensed products and experiential partnerships. Bringing the characters forward offers children more content to explore and potential licensees a greater library of resources, thereby increasing sales in and outside of the toy aisle."

Fisher-Price enlisted two-time Emmy-award winning producer and meta-story creator, Kevin Mowrer, to guide the discovery and expansion of the fullest possible franchise narrative, which created the foundation for the intellectual property that will be used across multiple platforms. The company also enlisted Emmy-award winning lead writer, Jen Hamburg, as well as Goings to develop the musical bed, lyrics and recordings that help bring the webisodes to life.

The creative team invested countless hours in the Fisher-Price story room to create the perfect balance between the brand's storied past and its promising future. One of the most important, thought-out assets during the content development was the music. Fisher-Price recognizes that music creates movement, which creates memory and the company wanted to ensure the music left a lasting impression on its preschool audience.

Over two billion Little People figures have been sold in 60 countries since the brand's launch. Playsets and figures continue to perform consistently well – 2012 was one of the most successful years for the line to-date – and the company anticipates the redesigned figures and playsets, with the addition of engaging content, will deliver a comprehensive suite of products that moms would welcome, based on global research the company has done.

The Little People LIVE Show will be touring in its fifth consecutive year in 2013, traveling to top zoos across the country, as well as performing onboard Royal Caribbean Cruise Lines, to entertain children and encourage them to dance and express themselves with their Little People friends.

For more information about the Little People brand, visit

About Fisher-Price:
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The company's legacy of high quality toys has enhanced early childhood development for more than 82 years. Some of the Company's best-known "classic" brands include Little People®, Power Wheels® and Imaginext®. Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children's programming such as Dora the Explorer™, Mickey Mouse Clubhouse and Thomas & Friends®. The Company's website,, as well as its Facebook page, provide valuable information and resources to parents and grandparents around the world.