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Fisher-Price was founded in 1930 by Herman Fisher, Irving Price and Helen Schelle. Herman Fisher wanted to create toys that "stimulate the imagination and make something new, surprising and fun". This is still the vision of Fisher-Price today. The brand's products should enrich the lives of young families. Fisher-Price wants to encourage children to try something new through toys. The aim is to enable them to learn something and explore the everyday world in a playful way. One of the first toys Fisher-Price launched on the market was a pull-along toy: the Dr. Doodle duck. Since the brand was founded, innovative new toys for small children have been continuously launched: from the rocking colour ring pyramid, to the chatter phone, to the soap bubble lawnmower. To date, over 5000 different toys have been designed.
Two of Fisher-Price's best-known toy lines are the cult Little People toy figures and game worlds and the new learning fun toys with integrated "Smart Stages Technology". In 1960 the first Little People toys were produced, which have been continuously developed and are still up-to-date today. In 2014 Fisher-Price launched the first toys with "Smart-Stages-Technology". This technology modifies selected learning fun toys in such a way that the learning content of a toy is adapted to the child's stage of development, which ensures that the learning toys remain exciting for children for a long time.