Fisher-Price’s Little People Get a Lifestyle Makeover

The pre-school brand from Mattel has transformed from a toy brand into a lifestyle brand, introducing the characters to a new generation of pre-schoolers. This transformation includes new webisodes that will launch this summer in which a writing, illustration and musical team looked to modernize the Little People. Novel toy designs will also be available at retailers. “One of the key aspects of our Fisher-Price growth strategy has been to own, develop and grow world-class brands and intellectual properties,” says David Ciganko, VP of design at 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.” More than two billion of the brand’s figures have been sold in 60 countries in its 54 years. “A Little People Live Show” will go on tour for its fifth year, stopping at zoos across the country and performing onboard Royal Caribbean cruise ships.