The details and charm were added with colorful lithographic labels. ![]() Early toys were made of heavy steel parts and ponderosa pine, which resisted splintering and held up well to heavy use. Fisher-Price's fundamental toy-making principles centered on intrinsic play value, ingenuity, strong construction, good value for the money, and action. Price had retired from a major variety chain store, and Helen Schelle previously operated Penny Walker Toy Shop in Binghamton, New York. Fisher worked previously in manufacturing, selling and advertising games for a company in Churchville, New York. ![]() Founded in 1930 during the Great Depression by Herman Fisher, Irving Price, Price's illustrator-artist wife Margaret Evans Price, and Helen Schelle, the name Fisher-Price was established by combining two of the three names.
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