According to Falcioni (2002, p. 4), "By watching how children play, designers get a kid's eye view of whether what they have come up with appeals towards the younger set...If a preschooler pushes the toy away, it's a sure sign that it needs to go back for the drawing board." No other toy company has this high-tech play lab. Fisher-Price's innovation, with user input to the designs; safety; and licensed characters are also key components of the company's competitive advantage, particularly exactly where they are hard or impossible for competitors to duplicate.
Fisher-Price's differentiation and positioning are significant towards maintenance of the company's sustainable competitive advantge, which stems in component from client familiarity, with 100% of parents familiar on the brand. Another vital part of its competitive advantage could be the trust accorded by parents towards Fisher-Price brand due to its popularity for safety and durability. In addition, the parent segment is an significant point in Fisher-Price's success, since today's parents are very educated within the products and solutions they obtain for their children, and product innovation drives sales.
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