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MAY 29

Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets†

Wall Street Journal, May 29, 2008 — In developing a line of talking toys aimed at children in China, engineers at Fisher-Price had to struggle to perfect the Mandarin "Sh" sound, which involves a soft hiss that was difficult to encode on sound-data chips embedded in the toys.

Developers finally solved the problem of recording the phrase "It's learning time!" in Mandarin, but new challenges are ahead. (Listen to the phrase.) The company will soon be examining the LCD screens on learning toys to determine whether Chinese characters can be displayed clearly.

Getting such details right is increasingly important as Fisher-Price and its parent company, Mattel Inc., try to attract more customers overseas.

Category: Marketing Strategy
Tags: Fisher-Price, Mattel, China, Emerging Markets, Global
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