For more than 60 years, Fisher-Price Labs' Early Childhood development experts have collaborated with child testers to create the best games.
March 1, 2022 EL SEGUNDO, California , (BUSINESS WIRE) - Mattel Company (NASDAQ: MAT) celebrates the 60th anniversary of Fisher-Price™ testing, and sets out to explore new developments new. Located in East Aurora, New York, the Fisher-Price testing lab is where great minds collaborate with kids to create the best toys.
To celebrate 60 years of manufacturing children's gadgets and toys, the Fisher-Price testing laboratory had a complete renovation. Now, Fisher-Price has a new look, all-new products and a new advertising campaign, giving consumers the opportunity to see how a toy is made from its inception. until the finished product.
Information about Fisher-Price testing laboratory
This is the first child-owned testing laboratory in the children's toy industry, and Fisher-Price is at the forefront of children's toy development. Childhood development experts observe children from birth to eight years old to provide the best assessments and improvements for more than 450 toy models each year. Fisher-Price's team is at the forefront of gaming research, children's toys with a purpose, media and parenting trends. Fisher-Price products are carefully evaluated by a team of designers, engineers, musicians, content creators and more.
“The testing room is the heart of Fisher-Price, because it's where the magic is made and where we gather insights directly from kids, to ensure our toys and products constantly improving to suit children's needs . “ We believe that in every game, no detail is too small,” said Dr. Deborah Weber, senior director of Early Childhood Development Research at Fisher-Price. The lab's role is to create rich and enjoyable experiences for every family in the world ."
Children's toy technology and innovation at the Fisher-Price lab
Recently, the Fisher-Price testing laboratory has undergone a comprehensive renovation, including the addition of many advanced research equipment, technology and software, to enhance the experience for customers. The child tester has since then experienced positive improvements. Harnessing modern technology allows Fisher-Price experts to observe designs and experience games through children's eyes.
- Eye movements: Reality has proven that technology is a mandatory tool used to record testers' responses when they cannot express them verbally. Specialized helmets and live recording software can help staff record and analyze synchronized eye movements accompanied by images and sounds. The combination of technology and collected data allows Fisher-Price to see a toy through a child's eyes.
- Viso : The testing room is like a modern recording tool with a microphone and camera system, to focus on recording every smallest detail, taking notes for each incident, and broadcasting it back when needed while still ensuring quality. perfection of each video.
- Baby facial emotion analysis : An automated tool that measures the facial expressions of babies aged 6-24 months. This is the first and only tool used to record emotions and detect facial expressions in children, thereby answering questions in developmental psychology.
- Observer XT software : This is software that allows users to annotate games using quantitative methods and visualize on a timeline. Through it, experts can easily aggregate, synchronize and visualize data sources, to understand game model issues, outliers, deviations or anomalies to answer research questions.
New educational toy products from Fisher-Price testing laboratory approved
The application of advanced technology has helped Fisher-Price testing laboratory create educational toys that awaken children's potential, help children develop language skills, teach children the concept of cause and effect, awareness and education. These children's toy models are:
- Meditation Mouse : The product is designed with three soothing modes. The Meditation Mouse's task is to look after children from 2-5 years old in the family. It will help children perform meditation and calming exercises. Science has proven that the length, rhythm and speed of each meditation exercise must be tailored to each child.
- Linkimals™ : Experts used eye movement technology and Observer XT software to study how children interact with toys, and Fisher-Price testing discovered two important things: Combined educational toys will provide a completely new way of learning for your baby, allowing them to learn while playing. Second, this toy can also help your baby play with the babysitter. Thus, Linkimals™ technology was born. Linkimals™ are designed to recognize other Linkimals™ friends, when they recognize each other they will immerse your baby in a synchronized show of music and lights.
- Fisher-Price Traditional Toy Lines : The laboratory is always working on developing children's toy models and enhancing its products, including the traditional Rock-A-Stack® toy line, the Batbot line that baby favorites, as well as the 77-year-old Thomas & Friends™ brand. Experts have improved the original Rock-A-Stack® toy line into a gross motor toy model by increasing its size. For the Batbot toy line, experts realized that children love a flying Batbot, so Fisher-Price designed additional wheels so the Batbot can tilt forward and fly around the room. The Thomas & Friends™ toy line has undergone many improvements, and recently, experts have designed additional facial expressions to appeal to children of all ages.
New idea of Fisher-Price testing laboratory
Since 1961, Fisher-Price has been trying to put the toy concept to the ultimate test: Playing with children in real life. And this commercial is co-produced by Wieden+Kennedy, it invites viewers into the magical world of the Fisher-Price testing laboratory, it provides viewers with a comprehensive view of what is going on. at Fisher-Price. The commercial is set to run across various digital platforms, along with social media. Using stop-motion animation, the video features a giant Rock-A-Stack toy taking a new Fisher-Price employee on a tour of the testing room, telling the new employee that the toys The toys here are inspired by Fisher-Price's true experts - children!
Additionally, once the commercial is approved, consumers can view it at toy stores nationwide throughout this year. To learn more about Fisher-Price play lab, visit: https://shop.mattel.com/pages/fisher-price-play-lab .
Information about Mattel
Mattel is the world's leading toy company and owner of one of the world's strongest franchise lists in family and children's entertainment. Mattel creates innovative products and experiences that inspire, nurture and develop children through play. Mattel attracts consumers through iconic brands such as: Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®. In addition, Mattel also has other intellectual properties that Mattel owns or licenses in cooperation with global entertainment companies. Mattel 's businesses include the production of film and television content, games and digital experiences, music and live events.
Mattel operates in 35 regions, Mattel products are available in more than 150 countries through cooperation with the world's leading retail companies and e-commerce platforms. Since its founding in 1945, Mattel has always prided itself on being a trusted partner in helping children discover the wonder of childhood and unleash their potential. Visit mattel.com for more information.
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