09/17/2020

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Fisher-Price’s New Toys Reflect a Changing World



Millions Juggle Parenting and Working

As many offices across the country remain closed, and numerous school districts announce plans to be partially or fully remote in the fall, millions of parents are looking ahead at a fall of juggling work and parenting.

Mattel (MAT) which owns toy brands like Barbie, American Girl, and Hot Wheels, is aware that kids’ and parents’ lifestyles are going through big changes. The company is creating new toys to reflect those changes, like a “My Home Office” play set, launched yesterday through its Fisher-Price line.

The “My Home Office” Play Set

The “My Home Office” set includes a laptop, a smartphone, a head set, and a coffee cup. “As many parents and caregivers across the country are continuing to work from home, this preschool role-play set enables kids to do the same,” explained Chuck Scothon, Senior Vice President of Fisher-Price. The company has also created an at-home fitness play set, and a new cooking play set for preschool-aged children.

Toy sales in the US have jumped by 16% during the first half of the year as parents look for ways to keep their kids entertained at home. Now, parents have the option to buy toys that reflect the strange new reality their children are living in.

By the Numbers

According to data from 2018, about 41 million US workers between the ages of 18 and 64 are caring for at least one child under the age of 18. 70% of people caring for school-aged children do not have a caregiver, like a grandparent or a stay-at-home parent, in their household who does not work.

The combination of schools and offices being closed has impacted millions of children and parents. Many people will continue to work from home while teaching and parenting their children at home this fall. Companies like Mattel are responding to this trend with toys that mirror the world children are experiencing.


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