User:Toughpigs/Toy company history
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This is a sandbox page to help us figure out the complicated history of Sesame toy licensees.
All of the companies and subsidiaries listed on this page eventually merged into two companies -- Hasbro and Mattel.
Hasbro: owns Milton Bradley, Playskool, Amsco (as of 1984), and CBS Toys, Child Guidance, Gabriel, Ideal Toys (as of 1985). Some of the toys produced by CBS Toys/Child Guidance were re-released under the Playskool label.
Mattel: owns Fisher-Price (as of 1993), Tyco (as of 1997). Some of the toy lines produced by Tyco are now under the Fisher-Price label (notably the Tickle Me Elmo line).
Contents |
CBS Toys
CBS Toys had a number of subsidiaries -- Child Guidance, Gabriel, Gym Dandy, Wonder and Ideal. [1]
CBS Toys released a number of toys under the Child Guidance label from 1973 to 1983, swingsets under the Gabriel/Gym Dandy name from 1980 to 1984, and "soft radios" under the Ideal label in 1983.
In 1983, they produced toys under the CBS Toys name as well, starting with a Big Bird Xylophone, a Cookie Monster Puzzle Clock, and a Big Bird Bingo game. [2]
CBS Toys produced Sesame toys until at least 1984, including the 1-2-3 Sesame Street Playset formerly released under the Child Guidance label. [3]
Hasbro purchased CBS Toys/Child Guidance in 1985.
By 1986, CBS Toys products were being released under the Playskool label -- including the Cookie Monster Puzzle Clock and the 1-2-3 Sesame Street Playset.
Child Guidance
Child Guidance was a subsidiary of CBS Toys. [4]
CTW contracted with Child Guidance in 1973. The first Child Guidance toys were Big Bird and Snuffy giant floor puzzles and a Marble Computer. [5]
Toys were released under the Child Guidance label until at least 1983, when they made a Sesame Street firehouse playset. [6]
Hasbro acquired CBS Toys/Child Guidance in 1985.
By 1986, Playskool was listed as the manufacturer of toys previously produced by CBS Toys (Cookie Monster Puzzle Clock, 1-2-3 Sesame Street Playset) and by Child Guidance (Talk 'n Play). [7]
Fisher-Price
Fisher-Price was founded as an independent company in 1930. The company was sold to the Quaker Oats Company in 1969.
CTW contracted with Fisher-Price in 1973. The first Sesame product was the Sesame Street Movie Viewer, which was released in fall 1974. [8]
Fisher-Price toys included Sesame Little People (1974-1977), Muppet dolls and beanbags (1977-1982), and Talk-To-Me Books (1978-1979).
Fisher-Price became independent again in 1991, and was then sold to Mattel in 1993.
Mattel bought Tyco in 1997, and made "Fisher-Price" the overall brand name for infant and preschool products.
As a division of Mattel, Fisher-Price now makes all of the Sesame and Elmo's World toys.
Gabriel Toys
Gabriel was a subsidiary of CBS Toys, also known as "Gabriel Industries" and "Gym Dandy". Their first Sesame products were a "Gym-Dandy" (7-leg Sesame swing/slide/mini-whirl), and a playhouse. [9]
Gabriel produced Sesame products at least until 1984, when they released a Big Bird Flyer Gym and a Big Bird Swing Set. [10]
Hasbro acquired CBS Toys in 1985.
Hasbro
CTW first contracted with Hasbro in 1981; the first products were a set of six die-cast metal vehicles. [11]
Hasbro expanded the line in 1982, producing another set of die-cast vehicles, a Big Bird Talking Phone, Sesame Street Weebles, Big Bird's Sink, the Cookie Monster pull toy, and a Cookie Monster Shape Muncher. [12]
Hasbro acquired Milton Bradley/Playskool in 1984.
Hasbro acquired CBS Toys/Child Guidance in 1985.
Hasbro acquired Kenner and Parker Brothers in 1991.
Ideal
Ideal Toys was a division of CBS Toys.
In 1983, Ideal produced a "WKID Soft Radio", featuring Big Bird and Bert/Ernie.
Hasbro acquired CBS Toys/Ideal in 1985.
In (1985 or 1986), Ideal released a new line of Sesame toys, including Big Bird StoryMagic. [13]
Milton Bradley
Milton Bradley had three divisions -- Milton Bradley, Playskool and Amsco.
Playskool began producing Sesame products in 1973. [14] Amsco produced two cardboard Sesame playhouses in 1975. [15]
The first Sesame products with the Milton Bradley label were four Lotto games. [16]
Milton Bradley was bought by Hasbro in 1984, and is still retained as one of Hasbro's brands.
Milton Bradley continued to produce Sesame puzzles until at least 1995, and probably later. Recent games include Sesame Street Memory Game (1991) and Chutes and Ladders Sesame Street (2004).
Playskool
Playskool was a division of Milton Bradley. [17]
CTW contracted with Playskool in 1973. The first toys produced were twelve tray puzzles. [18]
Hasbro acquired Milton Bradley/Playskool in 1984.
Hasbro also acquired CBS Toys/Child Guidance in 1985.
By 1986, Playskool was listed as the manufacturer of toys previously produced by CBS Toys (Cookie Monster Puzzle Clock, 1-2-3 Sesame Street Playset) and by Child Guidance (Talk 'n Play). [19]
Tyco
Tyco produced the Tickle Me Elmo doll in 1996, followed by Sleep 'N Snore Ernie and Sesame Street Beans in 1997.
In 1997, Tyco was acquired by Mattel, who also owned Playskool. The "Tickle Me" line was moved to the Playskool label.
Some Sesame merchandise was still being produced under the Tyco label after this, including The Adventures of Elmo in Grouchland talking plush and Magic Talking Kermit (1999).
Sources
- ↑ TheToyGuy.com
- ↑ CTW Products Group newsletter. January, 1983.
- ↑ CTW Products Group newsletter. January 25, 1984.
- ↑ TheToyGuy.com
- ↑ CTW Newsletter #29. May 18, 1973.
- ↑ CTW Products Group newsletter. January, 1983.
- ↑ CTW Products catalog, 1986.
- ↑ CTW Newsletter #29. May 18, 1973.
- ↑ CTW newsletter #46. February 1980.
- ↑ CTW Products Group newsletter. January 25, 1984.
- ↑ CTW Products Group newsletter. February 1, 1981.
- ↑ CTW Products Group newsletter. February, 1982.
- ↑ CTW Products Catalog, 1986.
- ↑ CTW Newsletter #29. May 18, 1973.
- ↑ CTW Products Group newsletter. January 31, 1975.
- ↑ CTW Newsletter #35. July 18, 1975.
- ↑ CTW Newsletter #35. July 18, 1975.
- ↑ CTW Newsletter #29. May 18, 1973.
- ↑ CTW Products catalog, 1986.