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Fisher-Price® And Best-In-Class Partner Mayfair To Develop New Line Of Branded Apparel For Newborns And Toddlers


El Segundo, Calif.– Fisher-Price®, the nation’s No. 1 infant and preschool brand and Mayfair, the industry’s leading infant/toddler apparel company, today announced plans to create a new line of Fisher-Price®-branded layette and playwear for newborns, infants and toddlers.

The Fisher-Price®-branded line will feature layette for newborns, including onesies, bibs, booties and hats. For infants and toddlers, the collection will include soft and comfortable playwear such as sweaters, pants, coveralls and more. The full apparel line will utilize the Fisher-Price® colorful and playful “Animals of the Rainforest” design which is also a popular theme across the brand’s sleepwear, bedding and Baby Gear product lines.

“With more than 50 years of industry-leading experience in apparel, Mayfair brings marketplace expertise and innovative design capabilities to the Fisher-Price brand,” said Lesley Levenson, Vice President of Fisher-Price® Consumer Products. “We are pleased to partner with Mayfair, a company that matches our standards of excellence in quality, durability and reliability.”

“A firm with the brand equity and history of Fisher-Price, with its dedication to all things pre-school, is a natural fit for baby apparel. Mayfair will align its long-established, core expertise with that of Fisher-Price. The result will be a brand with credibility, longevity and exceptional functionality,” said Mitchell Tawil, Mayfair’s Executive Vice President and National Sales Manager.

The new layette collection will be available beginning September 2007 at select Sears stores for an average retail price of $18.


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