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Fisher-Price Courts Far-Flung Fans

Firm adjusts to shifting global sales patterns

By Nick McMaster,  Newser Staff

Posted May 29, 2008 2:30 PM CDT

(Newser) – Fisher-Price has tackled some unexpected challenges lately, from perfecting a recording of the phrase “It’s learning time!” in Mandarin to removing pig illustrations from Turkish kids’ books. In the past 5 years, Fisher-Price’s sales abroad have more than doubled while sales drop domestically—as traditional toys are replaced with high-tech gadgets—and the firm is re-prioritizing to serve its new audience, the Wall Street Journal reports.

Of specific interest are markets like those of Poland, Brazil, and Russia, where American toys are just becoming widely available and a growing middle class gains the disposable income to buy them. Still, every area has entrenched local toymakers, so FP’s success will depend on building brand consciousness, which can be an uphill battle in new markets.

Fisher- Price toys subject to recall including 'Go Diego Go Mountain Rescue,' and 'Birthday Dora,' right,  are seen on a store shelf late Monday, Aug. 1, 2007, in  Alexandria, Va.
Fisher- Price toys subject to recall including 'Go Diego Go Mountain Rescue,' and 'Birthday Dora,' right, are seen on a store shelf late Monday, Aug. 1, 2007, in Alexandria, Va.   (AP Photo/Kevin Wolf)
A boy looks around a toy store Saturday, Aug. 4, 2007, in Manila, Philippines.
A boy looks around a toy store Saturday, Aug. 4, 2007, in Manila, Philippines.   (AP Photo/Pat Roque)
This undated handout photo provided by the Consumer Product Safety Commission shows a Fisher-Price kitchen toy. Mattel Inc. on Tuesday, Nov. 6, 2007, recalled more than 172,000 of the toys in the U.S. and Europe because several children choked and gagged on small, detachable parts.
This undated handout photo provided by the Consumer Product Safety Commission shows a Fisher-Price kitchen toy. Mattel Inc. on Tuesday, Nov. 6, 2007, recalled more than 172,000 of the toys in the U.S....   (AP Photo/CPSC)
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