It will embark on a brand extension strategy with the launch of a nursery range called Baby Gear this September, taking on Mothercare. The range will be supported by an ad campaign by Ogilvy & Mather using the tagline 'Better for baby'.
The range includes a swing that uses a sound sensor to pick up the baby's noises and automatically respond, by swinging and playing music. It also includes conventional swings, a monitor, high chair and potty.
In addition, the company has struck licensing deals with Alligator Books and Vivendi Universal to create Fisher-Price-branded childrens' books and music, which it expects to be available by the end of the year.
Mattel is in talks with apparel manufacturers, with a view to launching a Fisher-Price clothing range.
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