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

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.

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.

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!

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent Interview

Funko’s Director of Group Licensing & Retail Strategy, Lucy Salisbury, talks music, sport and more

“I’m absolutely loving it!” Lucy Salisbury on Funko’s new strategy – and her own increased remit.

See Jane Fun’s Jane Bredemus on creating crafts designed for play, not display

Inventor Jane Bredemus talks putty products, Sticker Stackers and her kid-centric approach to design.

Hasbro’s Evan Brooks takes us inside the design process on TRANSFORMERS – and reveals his most underrated creation!

Hasbro’s Evan Brooks – Product Designer on the TRANSFORMERS team – talks design, innovation and what makes the brand unique.

Moodles creator Joanna Paul and LoCoco Licensing’s Peter LoCoco on building the brand beyond toys

“It has an incredible opportunity; it’s about finding the people who believe in it”: Joanna Paul and Peter LoCoco on the Moodles story so far.

The Rubik’s Cube at 50: Ernö Rubik tells Pete Jenkinson how the iconic puzzle came to be

“I don’t like the word invention” Ernö Rubik reveals how he discovered the eponymous Cube 50 years ago…

Game designer Dirk Barsuhn on what inspired his new tile-laying game, Ananda

“The idea came to me when I saw mahjong for the first time”: Dirk Barsuhn talks Ananda – and what made Zoch the perfect home for it.