Fisher Price Blockity-Pop Tugboat
Background
Capitalizing on the popularity of their Stack 'n Surprise Blocks infant toys, Fisher Price wanted a product line extension to round out their assortment.
Development
Considerations when designing the new product included matching the existing visual brand language, appealing designs to parent purchasers, interactive elements to engage infant, and toy safety standards.
CAD model created with Rhino 3D
hand painted foam prototype with applied labels
Outcome
The Fisher Price Blockity-Pop Tugboat launched at mass retailers.
The Blockity-Pop Tugboat was designed to enhance learning through discovery. It encourages thinking skills as baby figures out how to stack blocks and anticipate surprises. In addition, it develops fine motor skills as baby grasps and stacks blocks and gross motor skills as baby crawls and pushes the boat. The bright colors stimulate the senses, as the pop-up action offers visual stimulation.
![714QX8hDsEL._SL1275_[1].jpg](https://static.wixstatic.com/media/0bc529_9286a6ff682049928de471532866835f~mv2.jpg/v1/fill/w_486,h_571,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/714QX8hDsEL__SL1275_%5B1%5D.jpg)
![8111QdbTiwL._SL1500_[1].jpg](https://static.wixstatic.com/media/0bc529_6c19bfd006124dfab1158df71bbb3e1a~mv2_d_1201_1500_s_2.jpg/v1/fill/w_426,h_530,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/8111QdbTiwL__SL1500_%5B1%5D.jpg)
Baby can easily stack blocks on the tugboat for peek-a-boo surprises and press the back "steam pipe" button for and a cheerful toot! An internal cam reveals block-popping action as baby pushes the toy forward.