Fisher-Price Unleashes First Ever Pet Toy Line

Classic Toys Transform into XyloboneTM, Chatter Pup TeleboneTM and Ruff-a-StackTM for Dogs at PetSmart Stores in September

EAST AURORA, N.Y. – August 31, 2010 – Fisher-Price, Inc., one of the world’s leading brands of infant and preschool toys and a subsidiary of Mattel, Inc., is entering the pet category for the first time with adorable, playful pet toys that bring fun and nostalgia to pet owners. Inspired by classic Fisher-Price® icons, the whimsical toys for dogs feature items such as the Xylobone™, Chatter Pup Telebone™ and Ruff-a-Stack™. The pet toys will launch exclusively in U.S. and Canadian PetSmart stores and online at PetSmart.com in September.

“Fisher-Price toys have entertained families for the past 80 years. In fact, the Xylophone, Chatter Telephone® and Rock-a-Stack® are some of the most iconic Fisher-Price toys that today’s consumers played with as children,” says Andrew Chi, Director, Fisher-Price Consumer Products. “Many families already consider pets to be part of the family, so it was a natural extension for us to develop a line of pet toys inspired by our beloved classics.”

“We are thrilled to help extend the Fisher-Price brand with which children and parents already have an emotional connection – but now with a unique twist,” says Matt McAdam, Vice President, Merchandising Hardgoods. “We know pet parents and their pets are going to love these new toys and we’re excited about being the first to bring them to market.”

The new collection of Fisher-Price pet toys comes in a variety of shapes, sizes and textures for both large and small dogs. With plenty of ropes to pull and tug, many of the toys are peanut-butter scented and squeak when bitten to provide hours of fun for dogs and their owners. There is even a treat dispenser and pop-up “fire hydrant” for storing all of the pet toys. The pet collection will retail for approximately $7.99 – $12.99 (U.S.) at PetSmart.

Highlights include:
Xylobone™: This peanut-butter scented chew toy features the classic Xylophone and squeaks when bitten. It is available in two sizes – small ($7.99) and large ($11.99).

Chatter Pup Telebone™: The iconic Chatter Telephone® is re-imagined as an adorable puppy phone with a bone as the receiver. It is peanut-butter scented, squeaks when bitten and is available in two sizes – small ($7.99) and large ($11.99).

Ruff-a-Stack™: Based on the classic Rock-a-Stack®, the Ruff-a-Stack features removable rings that are tethered to the base of this peanut-butter scented chew toy. It squeaks when bitten and is available in two sizes – small ($7.99) and large ($11.99).



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