A Blast from the Past

To celebrate 90 years of toys, Mattel just announced the grand opening of the Fisher-Price Toy Museum to be hosted on Instagram. While toy museums are not new, this represents a “first-of-its-kind digital experience.”

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“The Fisher-Price Toy Museum was inspired by the idea that, whether you were born in the 1950s, 1980s or 2000s, everyone has a memory of their favorite childhood toy, and many of those are from Fisher-Price,” said Chuck Scothon, SVP and Global Head of Infant and Preschool, Mattel.

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“The intent of this museum is to take visitors back to their unique childhood experiences, and give them the opportunity to relive their youth, even if just for a few moments.”

It makes sense to curate the toys virtually rather than in a physical location now. It increases accessibility at a time when even reopened museums have to limit crowds. And it offers a welcome respite from the stress of the present by reminding us of the carefree time of our childhood.

Timeless and timely

It also makes sense to set the opening for October 15 when consumers are starting to think about holiday shopping. Amazon Prime Day just ended, and shoppers have already been oriented toward thinking about their gifts.

Like all museums, this one also includes a gift shop, welcoming visitors to bring the blast from the past into their homes. It’s pretty open about the proposition:

“Memories of the past can now be mementos of the present. And boy, do we love presents!”

Knowing that their target market is likely more dominated by nostalgic adults than children, the gift shop offers many nods to the toys rendered into other things like playing cards, totes, glasses, and pens or wearables like jackets, socks, shirts, pins, and shoelaces. All are guaranteed to be “limited,” to add the appeal of exclusivity to the items.

Gotta say, that Little People Play Family House lunch box does tempt me for the nostalgic pull alone.


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