Founded in 1930, New York-based Fisher-Price exists to make childhood fun and enriching; the company began in order to make better toys that appealed to the imagination and could do something new, surprising and funny. The fundamental toy-making principles focus on intrinsic play value, ingenuity, durability, action and good value for the money and those principles remain in place today. A subsidiary of Mattel since 1993, the company markets all of Mattels preschool products under the Fisher-Price brand. Today the legendary brand encompasses infant and learning toys, baby bedding and décor, childrens furniture, bath and potty aids, safety solutions and baby gear. Notable products include highchairs, bouncers, activity gyms, juvenile furniture such as convertible cribs, toddler beds and dressers; baby gear including playards, sleepers and baby bathtubs; baby and childrens bedding; baby, toddler and preschool toys; Little People and more.