By Mary Ellroy

Mary Ellroy: How did you get started in the toy business?

Neil Friedman: I started with a freestanding toy company called Lionel Leisure which ran a chain of, at the time, 36 free-standing toy supermarkets These were toy supermarkets very much like Toys "R" Us.

M.E.: How did you move from retailing to manufacturing?

Friedman: I worked at Hasbro for eight years and I did a number of different things. I was president of one of their subsidiaries, vice president of boys' toys and girls' toys, then I handled inventor relations, licensing, and many other positions within the company.

M.E. : Why did you get involved with Women in Toys?

Friedman: When Michelle Litzky, president of Litzky Public Relations, was president of Women in Toys, she asked me if I would chair her advisory committee and I've been helping out ever since. I enjoy volunteering to help further the efforts of the organization.

M.E.: What types of opportunities will be available for independent inventors in the toy business over the next 10 years?

Friedman: In my business, we use the inventing community probably a little more than most. As long as the inventor community continues to present fresh, new, and exciting ideas, we'll continue to utilize their talents.

M.E.: Do you see the trend moving away from simpler toys more into complex electronics?

Friedman: The industry has spoiled the consumer into expecting more from their toys -- and rightfully so. The ability to put more in the toys and make the toys do more is now possible at reasonable price. The consumer now expects us to always deliver new and innovative entertaining things to their children.

M.E.: Have you considered that there may be a backlash against electronics?

Friedman: There is always a small minority that will complain about anything new and innovative because they don't like change, but the fact of the matter is, no one has shown me any research that illustrates that electronics are bad for children. In fact from the quantities that the consumers are buying, it's the consumers who are voting all for it.

M.E.: How young is the youngest Fisher-Price consumer? What are you developing for them?

Friedman: Our youngest customer is a newborn. We make bouncers, infant carriers, car seats and an array of juvenile products. There are some items that we license for others to create with our guidance depending on what aspect of the business it involves. In general Fisher-Price takes the child from birth through age 5.

M.E.: Would age 5 be the maximum limit?

Friedman: We actually go a little higher with Power Wheels, but basically, age 5 is the limit.

ME: Might you find the occasional 13 year old playing with a Fisher - Price toy?

Friedman: (Laughs) It could happen but not unless you're talking about one of our character brands where they might be playing with the plush. When that happens they generally tend to be female. We certainly welcome consumers of any age to enjoy our products.

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