Fisher-Price is putting a virtual toy museum on Instagram with 90 exhibits tapping into nostalgia for a new spin on experimental e-commerce — see inside

1960s CHATTERTELEPHONE
Chatter Telephone.
  • Toy manufacturer Fischer Price is celebrating its 90th anniversary with a virtual Instagram museum.
  • The brand is featuring 90 toys, with selections from each decade.
  • The virtual experience even includes a gift shop.
  • Visit Business Insider's homepage for more stories.

Toy manufacturer Fisher-Price is celebrating its 90th anniversary in a very 2020 way, with a virtual museum. The museum lives on Instagram, taking viewers through some of the most popular toys of each decade the brand has been around, leaning heavily on nostalgia.

Virtual experiences are having a moment recently, with most in-person activities on hold or significantly altered because of the coronavirus pandemic. Companies have tried to recoup some lost revenue through virtual workshops, tours, and even wine tastings. Nearly 4,000 museums have also made exhibits available online, including The Guggenheim and The Met.

Parent company Mattel launched this museum and gift shop right as many are starting to think about holiday shopping. The coronavirus-induced recession has decreased consumer spending and thrown more than eight million into poverty.

However, e-commerce sales increased by nearly a third in Q2 as the pandemic kept many people inside and online shopping became more convenient than ever. With a year-over-year increase of 44.5%, e-commerce is a $211.5 billion industry, so the virus' impact on holiday shopping remains to be seen.

Upon opening the virtual Instagram museum, there's a cute drawing of a museum exterior.
MUSEUM_LOGO
Virtual museum.
The 1938 Snoopy Sniffer was one of Fisher-Price's most popular toys, and predates the Peanuts cartoon by over a decade. Vintage models now go for more than $70 on reseller sites.
1930s SNOOPYSNIFFER
Snoopy Sniffer.

Source: Google Arts and Culture,

Coaster Boy.

Source: This Old Toy

The Safety School Bus from the 1950s was part of the early Little People line.
1950s SAFETYSCHOOLBUS
Safety School Bus
1957's Corn Popper is the all time longest running toy in Fisher-Price's line.
1950s Corn Popper_000
Corn Popper.
The Chatter Telephone toy for toddlers was introduced in 1963, and found a resurgence in popularity after it was included in "Toy Story 3."
1960s CHATTERTELEPHONE
Chatter Telephone.
The Play Family School from 1971 was another addition in the Little People Line.
1970s PLAYFAMILYSCHOOL
Play Family School.
Roller skates from 1983 are shown off in a miniature skating rink.
1980s ROLLERSKATES
Roller skates.
Dinoroars from the 1990s are in a miniature prehistoric jungle setting of the virtual museum.
1990s DINOROARS
Dinoroars.
Kasey the Kinderbot, launched in the 2000s, was an early robot style toy that influenced some of the more learning-focused toys available today.
2000s KASEYTHEKINDERBOT
Kasey the Kinderbot,.
The Musical Lion Baby Walker epitomizes the 2010s with this classic meme format.
2010s_MUSICALLIONWALKER
Musical Lion Baby Walker.
No virtual museum experience would be complete without a gift shop, so of course Fisher-Price included one.
MovieJacket_FisherPrice_GiftShop
Gift shop.
The digital gift shop is selling limited quantities of 16 products, including retro lunchboxes with Little People imagery.
LunchboxApple_FisherPrice_GiftShop
Gift shop.
Some of the merchandise go way back, like a t-shirt with Fisher-Price's first ever toy, Doctor Doodle.
t shirt_Duck_FisherPrice_GiftShop
Gift shop.
A Fun Jet t-shirt is very 70s, in an homage to the vintage toy.
t shirt_Jet_FisherPrice_GiftShop
Finally, tote bags are a practical way to show off love for vintage toys.
Bags_FisherPrice_GiftShop
Gift shop.
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