• by Sarah Mahoney  @mahoney_sarah, August 28, 2023

Fisher-Price has spent the last few years finding small ways to sell its Little People toys to grown-ups. This year, the company is taking its biggest leap yet, offering Little People sets for each of the National Football League's 32 teams. And to engage the vast legion of fantasy football fans, there's a contest offering the ultimate perk: They can see themselves and their fantasy-league teammates immortalized as Little People.

Fisher-Price, owned by Mattel, first started the Collector series a few years back, keying into widespread feelings of nostalgia. "We knew there was something there because we could lean into the unexpected by still keeping that cute factor," says Julia Maher, marketing director of the global brand team. "And while the toys are safe for kids, we also know that adults wanted these figures."

The first team chosen was a no-brainer. The company is based in Buffalo, New York, and the Bills Mafia, as that team's fanbase is called, is one of the most rabid in the country. "That was local, of course, but the response showed us we had a huge opportunity," Maher tells Marketing Daily.

Fans from other areas started making requests on Fisher-Price's social channels, leading to last year's decision to let fans pre-order the Super Bowl-winning team. That promotion caught fire even before the Kansas City Chiefs and Philadelphia Eagles suited up for the game.

Maher says the decision to move to the next level this year was easy. "This is our largest launch to date, and we felt like the NFL was a great place to start."

The league is working with Andrew Whitworth, a 6' 7" retired NFL tackle, to hype the Little People collection in fan channels.

"We've also got an influencer plan within the sports realm and are sending samples to key backers," says Maher.

And for those who immerse themselves in fantasy football, a number that ranges from three to seven million people, Fisher-Price created the FANtasy Frenzy sweepstakes.

The winning team will submit a photo "so we can match what they look like, making jerseys personalized to celebrate their league."

The Collectors isn't limited to sports. There are big plans for entertainment, too. But so far, sales of adult-themed Little People account for just a small slice of Fisher-Price's annual sales. (In its most recently completed year, Mattel's billings in the infant, toddler, and preschool segments, including Fisher-Price, fell 8% to $1.12 billion.)

Other Mattel brands are also joining the huddle. Uno is offering an NFL deck, which includes a new "Ice the Kicker" rule, and the American Girl line now has NFL cheer uniforms, specialty fan gear, and team tees for its 18-inch dolls.

With Fisher-Price's Collector sets, "we're still in our infancy and learning a lot,” Maher says. “We've already introduced "Friends," "Seinfeld," "Parks & Recreation," "Teenage Mutant Ninja Turtles" and "Barbie the Movie.”

In the next few months, the company plans to release sets linked to "The Office: Threat Level Midnight," *NSYNC and the pop duo Salt & Pepper, "Hocus Pocus" and "The Nightmare Before Christmas."

"The last three years have been hard for everybody, and adults are looking for that little moment of joy," notes Maher. "People in their 20s, 30s and 40s say, 'I want to have this in my office. It makes me happy.' We're just tapping into moments when times seemed easier and simpler."