This Virtual Toy Museum Celebrates 90 Years of Fisher-Price

Mattel-owned brand's Instagram experience also has a digital gift shop

Images from Fisher-Price
Fisher-Price tapped set designer and photographer Leila Fakouri to create the virtual exhibits. Fisher-Price
Headshot of Ian Zelaya

Fisher-Price is celebrating its 90-year legacy with a virtual toy museum that anyone with an Instagram account can explore.

The Mattel-owned company has debuted the Fisher-Price Toy Museum, a museum featuring more than 90 different exhibits highlighting toys from the past nine decades. Fisher-Price partnered with Wieden+Kennedy Portland to launch the museum on Instagram at @fisherprice.toymuseum.

“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,” Chuck Scothon, svp and global head of infant and preschool at Mattel said in a statement. “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.”

The museum’s exhibits, which are organized by decade, feature everything from 1938’s Snoopy Sniffer sitting atop a faux slice of blueberry pie to 1983’s Roller Skates, presented in a mini roller rink. Fisher-Price worked with artist, set designer and photographer Leila Fakouri to shoot and present the toys in creative ways with the goal of keeping a museum aesthetic.

Certain exhibits, including 1950’s Buzzy Bee and 1957’s Corn Popper, are further brought to life with audio and animation.

The digital museum also includes a gift shop for fans. The shop sells 16 items in limited quantities, including a Doctor Doodle T-shirt, a lunchbox with vintage imagery of Little People figures and Space Blazer socks.


ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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