Fisher-Price introduces European line in Cologne
By Jane Kitchen -- Kids Today, 10/1/2004
Cologne, Germany — Fisher-Price exhibited for the first time at the Kind + Jugend show here last month, marking a successful launch into juvenile products for the European market. The company has been distributing its juvenile products on a limited basis in Europe since earlier this year, but at Kind + Jugend, it previewed a more extensive line across broader product categories.
"The response has been very good," said Stephane Hyvert, director of marketing for Fisher-Price Europe.
Hyvert said that he saw most of the Western European contacts he's been dealing with this year at Kind + Jugend, but he also made many new contacts in the Middle East, Scandinavia and Eastern Europe during the show.
Fisher-Price will roll out a more complete product launch in Europe in 2005, and products for that launch were previewed at Kind + Jugend. Hyvert said the market helped him to understand small adjustments that need to be made for the European market in terms of design and aesthetics, but generally the products were well-received in the same form that they're sold in the United States.
