Fisher-Price celebrates the Hispanic holiday El Dia de los Reyes Magos (“Three Kings Day”) with a limited-edition toy set and promotions throughout the Southwest.
Fisher-Price marks the Jan. 6 holiday— Latino tradition that celebrates the arrival of the three Wise Men (the “Three Kings”) at the scene of Christ’s birth— an eight-piece Little People playset: the kings, an Hispanic family of four bearing gifts and a camel.
The set has been selling in 270 Wal-Mart stores since mid-December. Fisher-Price supports sales with activities at Wal-Mart, inviting kids to write the Three Kings to request gifts, color, or trace a maze. Costumed characters in 10 Houston stores host in-store events. Market Vision, San Antonio, TX, handles marketing and helped design the toys.
“Storytelling and role-playing are a natural with the Three Kings holiday. Toys that help parents bring traditions to life through play can provide not only a special bonding experience but a great learning opportunity,” said Fisher-Price General Manager Kevin Curran in a statement.
“For many Latin Americans, Santa Claus takes a back seat to the much-anticipated arrival of the Three Kings,” said Market Vision President Bonnie García in a statement. “We wanted to help Fisher-Price recreate that moment for a new generation of Latino kids with a toy that lets them have fun and celebrate their cultural traditions at the same time.”
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