Fisher-Price®, the world’s leading brand in infant, toddler, and preschool toys, is excited to announce the launch of its new Wood range, returning to its roots in wooden toys. Since introducing its iconic wooden toy line over 90 years ago, Fisher-Price has focused on creating playthings that inspire creativity, promote development, and are built to last.
The launch of Fisher-Price Wood in Africa is proudly supported by WESSA (Wildlife & Environmental Society of South Africa), a prominent organization committed to environmental education and sustainability. The new Wood range, designed for children aged six months to five years, aligns with recent findings that 70% of parents enjoy seeing their younger family members play with toys they once cherished, and 64% prefer toys that can be passed down through generations.
Recognizing that wooden toys are ideal for intergenerational play, this collection features modern designs that encourage open-ended play for grandparents, parents, and children alike. Made with wood from FSC®-certified sources, these toys are crafted to withstand years of play, ensuring they can be treasured for generations. This timeless quality is significant, as intergenerational play fosters joy and connection among family members.
Nomfundo Ndlovu, Senior Programmes Manager at WESSA, stated, “Being an integral part of the international environmental community for almost 100 years, WESSA has played a significant role in creating awareness and providing platforms for people to act on environmental issues. We welcome this new range of wooden products as it aligns with our commitment to pollution reduction and sustainable resource use while supporting interactive learning and child development.”
The new line appeals to parents seeking a more affordable, back-to-basics play experience that remains fun and educational, promoting healthy development. Many parents have also passed down wooden toys to family members, reinforcing their belief in wooden toys as timeless playthings worth investing in.
For many, watching their children play with these toys evokes nostalgia, as they often wish they had their own childhood toys to share with the next generation.
Fisher-Price is a pioneer in wooden toys, having launched its first line, the original ‘16 Hopefuls,’ at the American International Toy Fair in New York in 1931. This range was celebrated for its beautiful aesthetics and engaging play features, with Dr. Doodle being the first Fisher-Price toy ever sold.
Brian Fitzharris, SVP and General Manager at Fisher-Price, remarked, “For more than 90 years, Fisher-Price has been dedicated to helping children have the best possible start in life through innovative and trusted toys that provide hours of fun and enrichment. With the launch of Fisher-Price Wood—a line that honors our brand’s roots—we’re bringing a fresh perspective to the timeless appeal of wooden toys that are affordably priced, made from FSC®-certified wood, and designed to nurture a child’s creativity and development.”
To celebrate the South African launch, Fisher-Price will donate Wood products to four WESSA-supported Early Childhood Development centers across South Africa, benefiting over 430 children. Additionally, during the European launch, Fisher-Price is supporting the Trillion Trees initiative, a collaboration between BirdLife International, Wildlife Conservation Society, and WWF, aimed at planting 10,000 trees to create forests for future generations.
Dr. April Bagwill, Programme Coordinator for Trillion Trees, stated, “Thanks to the generous support of donors like Fisher-Price, we’ve been able to support projects worldwide that have restored nearly half a million trees and counting. We involve local communities every step of the way, working with them to plant native trees that grow into natural forests, benefiting both people and the biodiversity we all depend on.”
Fisher-Price Wood—timeless toys to treasure for generations—will be available for purchase at leading retailers nationwide.
