The Fisher-Price™ Play Lab Celebrates its Real Experts - Kids
01 Março 2022 - 11:00AM
Business Wire
Early Childhood Development Experts at the
recently renovated Fisher-Price Play Lab have been collaborating
with tiny toy testers for more than 60 years to create the best
play possible
Mattel, Inc. (NASDAQ: MAT) celebrates the Fisher-Price™ Play Lab
marking over six decades of playing with purpose with several new
developments. Located in East Aurora, New York, the Fisher-Price
Play Lab is the place where great minds team up with kids to create
the best play possible.
To commemorate 60 years of thoughtful toys and products for
children, the Fisher-Price Play Lab is unveiling not only a new
look after undergoing recent on-site renovations, but brand-new
products and a new ad campaign that offers a behind-the-scenes look
at the journey of a toy from concept to reality.
About the Fisher-Price Play Lab
As the first kid-led testing facility in the industry, the
Fisher-Price Play Lab has always been at the forefront of toy
development. Early Childhood Development Experts observe children
ages newborn to eight-years-old to help create, evaluate and
improve upon more than 450 toys annually. The team is on the
cutting edge of purposeful play, toys, media, and parenting trends.
This team works in lockstep with designers, engineers, musicians,
content producers and more to evaluate every detail of every
toy.
“The Play Lab is at the heart of Fisher-Price because it’s where
the magic starts and where we glean insights directly from kids to
make sure our toys and products continue to evolve to suit their
needs,” says Deborah Weber, Ph.D., the Senior Director of Early
Childhood Development Research at Fisher-Price. “As we believe that
no detail is too small when it comes to play, the lab’s role is to
create a fun and enriching experience for families around the
world.”
Fisher-Price Play Lab Technology and Innovation
Recent on-site renovations throughout the Fisher-Price Play Lab
have resulted in the integration of more research tools, technology
and software, which have enhanced the play experience for tiny
testers to lead the way for impactful play innovations. Harnessing
state-of-the-art technology allows our experts to better observe
patterns and experience toys through the eyes of children.
- Eye-tracking: The technology has proven imperative to
help capture feedback from testers who can’t yet articulate
feedback in their own words. Using a specialized cap and live
capture software, teams can record and analyze the synchronized eye
movements and scene images and audio. The technology and subsequent
data allow the Fisher-Price Play Lab to literally see a toy through
the eyes of a child.
- Viso: The lab as a state-of-the art audio visual
recording tool with new microphones and camera systems that focus
on very minute details, with event annotations and immediate
playback and high-quality video in perfect sync.
- Baby FaceReader™ Emotional Analysis: A tool that
automatically measures facial expressions in infants ranging from
6-24 months. This is the first and only tool to automatically
measure emotions of infants and detect facial expressions to help
address questions in development psychology.
- Observer XT Software: Annotates play in a quantitative
way and visualizes it on a timeline. This allows experts to easily
integrate, synchronize and visualize multiple data streams to
answer research questions by discovering play patterns, outliers,
deviations, or anomalies.
Newly Launched Fisher-Price Play Lab Approved
Products
This cutting-edge technology has enabled the Fisher-Price Play
Lab to develop thoughtful toys that aim to further language
development, causal learning, cognition and education within each
child who plays with a Fisher-Price toy, including the
following.
- Meditation Mouse: Built with three calming modes, the
Mouse was crafted by observing families with children ages 2-5
years old on-site and in-homes engaging in meditation and mindful
exercises. Research indicated that the length, cadence and speed of
the meditation exercises needed to be adjusted to optimize for
children.
- Linkimals™ Toys: Studying how children interact with
linked toys using Eye Tracking and Observer XT technologies, the
Fisher-Price Play Lab developed two key findings: that linked toys
offer a new and different way to help children learn through play
and that connected toys help kids and caregivers play together.
Therefore, Linkimals™ Technology came to be, each toy recognizing
when others are nearby, immersing children in synchronized music
and colorful lightshows.
- Fisher-Price Classics: The Play Lab consistently
revisits toys to evolve and elevate its products, including the
classic Rock-A-Stack® toy, the fan-favorite Batbot, and 77-year-old
Thomas & Friends™ brand. The team expanded the classic
Rock-A-Stack toy to grow in size which enabled play with this
classic toy to become a gross motor experience. The team observed
children trying to make BatBot fly, so the design team added wheels
that enabled the toy to tilt forward and soar around the room. The
Thomas & Friends line has evolved numerous times over the
years, and most recently with a more expressive face to appeal to
kids of all ages.
New Fisher-Price Play Lab Creative:
Since 1961, Fisher-Price has been passionate about putting toy
concepts to the ultimate test of success: real-life play with kids.
The hero film, created in partnership with Wieden+Kennedy, invites
viewers into the magical world of the Fisher-Price Play Lab,
offering a behind-the-scenes look at what happens at Fisher-Price.
The spot is set to run across various digital platforms, along with
social extensions. Using stop motion, the ad showcases a Giant
Rock-A-Stack toy touring a new Fisher-Price employee around the
Play Lab, introducing her to all the toys that have been inspired
by the real experts of the Play Lab - kids!
Further, shoppers can expect to see Play Lab-approved pop-up
endcaps in toy aisles nationwide throughout the year.
To learn more about the Fisher-Price Play Lab, visit
https://shop.mattel.com/pages/fisher-price-play-lab.
About Mattel
Mattel is a leading global toy company and owner of one of the
strongest catalogs of children’s and family entertainment
franchises in the world. We create innovative products and
experiences that inspire, entertain, and develop children through
play. We engage consumers through our portfolio of iconic brands,
including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®,
Thomas & Friends®, UNO®, Masters of the Universe®, Monster
High® and MEGA®, as well as other popular intellectual properties
that we own or license in partnership with global entertainment
companies. Our offerings include film and television content,
gaming and digital experiences, music, and live events. We operate
in 35 locations and our products are available in more than 150
countries in collaboration with the world’s leading retail and
ecommerce companies. Since its founding in 1945, Mattel is proud to
be a trusted partner in empowering children to explore the wonder
of childhood and reach their full potential. Visit us online at
mattel.com.
MAT-FP
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Kelly Powers Kelly.Powers@Mattel.com
Kadrie Lamin Kadrie.Lamin@Mattel.com
Mattel (NASDAQ:MAT)
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