Fisher-Price Opens Virtual Toy Museum on Instagram to Seize Consumer Nostalgia Trend


Retail Dive | October 19, 2020


Mattel's Fisher-Price toy brand is celebrating its 90th anniversary by opening a virtual toy museum on Instagram. The Fisher-Price Toy Museum features more than 100 exhibits. The museum is linked to a virtual gift shop that sells limited-edition apparel, accessories and housewares from Mattel's e-commerce site. Products include a Doctor Doodle oversized T-shirt, Space Blazer socks and a lunchbox with its vintage Little People characters.


With retail operations continuing to be disrupted by the coronavirus pandemic, social media and e-commerce will be more critical channels this year. The toymaker can potentially engage younger parents, who are heavy users of social media.


As the holiday shopping season approaches, Fisher-Price is looking to reach consumers with a virtual experience that keys into nostalgia. With many people seeking comfort in brands that they used to love as children, marketers are running campaigns that bring back an earlier era. Fisher-Price will feature iconic toys that have been favorites of multiple generations of consumers.


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