EAST AURORA, NY-- East Aurora-based Fisher Price, a subsidiary of Mattel, has inked a new licensing deal with DreamWorks Animation Studios to produce toys based on the studio's popular figures in movies and TV shows.
Some of the toys will make their appearance at the Toy Fair 2011 which takes place this month in New York City.
The line includes the popular Penguins from the "Madagascar" movies and the Kung Fu Panda of TV and movie fame.
Fisher Price operates from its East Aurora headquarters where designers, engineers, and marketing staffers will be involved with the new toy line.
2 On Your Side asked Fisher Price Marketing V.P. Diana Dunn-Graves if this would help stabilize or increase employment levels at the East Aurora complex which has been hit with job cuts in the past few years. She responded, "Well, I think that our Dreamworks partnership will only strengthen the business of Fisher Price and permit us to be a stronger and more dynamic infant-preschool brand in the U.S. market. That means we will continue to thrive locally and in Western New York." But she added that she could not connect any new jobs to that project at this time.