Fisher-Price transforms Little People into lifestyle brand

New-look as characters are redesigned; licensees targeted outside the toy aisles.
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Mattel's pre-school label Fisher-Price has redesigned its Little People brand from toys to lifestyle.

The 54-year-old brand has received a toy design refresh, complemented by a writing, illustration and musical team to "contemporise" the Little People brand for today's generation of pre-schoolers.

Several new Little People webisodes will launch this summer. 

To mark the transformation, Jaden Sabathia, daughter of Amber and Yankee pitcher CC Sabathia, danced with children's TV Star Genevieve Goings and the redesigned Little People characters during a special performance at Citi Pond in Bryant Park, US.

"One of the key aspects of our Fisher-Price growth strategy has been to own, develop and grow world-class brands and intellectual properties," said Dave Ciganko, Vice President of Design, 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. 

"Bringing the characters forward offers children more content to explore and potential licensees a greater library of resources, thereby increasing sales in and outside of the toy aisle."

Fisher-Price has enlisted two-time Emmy-award winning producer Kevin Mowrer to guide the brand's narrative.

Over two billion Little People figures have been sold in 60 countries since the brand's launch. Fisher-Price says play-sets and figures continue to perform consistently well — 2012 was one of the most successful years for the line to-date.

The Little People Live Show will tour for its fifth consecutive year in 2013, traveling to top zoos across the US, as well as performing onboard Royal Caribbean Cruise Lines.

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