Fisher-Price’s Alex Ries on why now is the right time for Fisher-Price Wood

Alex Ries, Fisher-Price

Alex, thanks for making time. Fisher-Price Wood looks like a very exciting launch for the brand. Why did it make sense to do this range now?
As a leading infant and pre-school brand celebrating little moments to big milestones, Fisher-Price is dedicated to helping families throughout every age and stage. Wood was developed as we see a rise in parents seeking quality wooden toys that inspire creativity and enrich child’s development. As with everything we make, our wooden toys are also designed to last, inspiring families to pass them down from generation to generation.

Alex Ries, Fisher-Price

It’s been said that this collection ‘harkens back to brand’s roots’. Can you talk us through how it does that?
Since 1931, the brand’s roots have been in quality, wooden toys that generations of families know and love. The new Fisher-Price Wood line celebrates the brand’s rich heritage with a fresh take on a timeless play pattern that we know consumers are seeking. It’s the first time in recent history that we’ve released an exclusively wood-based product line and we’re excited for consumers to discover the collection that highlights wood play in a fresh, modern way!

Are there any challenges unique to wood that you’re proud to have cracked in putting this range together?
We’re especially excited that this new line offers a variety of quality wooden toys at affordable price points to be more accessible for all consumers, offering price points from £2.99 to £44.99.

Furthermore, as part of Mattel’s ongoing commitment to responsible and sustainable sourcing, Fisher-Price Wood is made from FSC-certified wood, uses recycled cardboard in its FSC-certified packaging and replaces plastic with cardboard or paper where possible to reduce single-use plastic.

Alex Ries, Fisher-Price

Design-wise, what are some highlights of the collection?
The team prioritised modern designs and on-trend themes like role play toys, including a coffee to go and a picnic basket set, with a focus on simplicity, authenticity as well as sustainability. In addition to this, all products are small and compact to fit in any small space.

Is this a line that you feel has the potential to expand down the road?
Fisher-Price is always looking to expand its portfolio of products and that includes the new Wood line. We’ll keep our fans posted about any new products to come!

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