The Al Srad company has received an exclusive franchise to market Fisher Price baby shoes and clothes in Israel.
The American toy brand, a wholly owned subsidiary of Mattel, expanded in recent years into additional fields, including baby gear and computer games for young children.
Some 30 models of first step shoes and sandals for boys and girls (up to size 27) will be marketed in Israel this summer, with prices ranging between NIS 189-239 ($53-68). Fisher Price's clothing line will be marketed in the winter.
Al Srad has been very successful in marketing clothes and shoes of Mattel's Barbie brand, and is also the franchiser of the Fila and Hello Kitty brands.
Fisher Price shoes will be sold in the H&O, Hamashbir Lazarchan and Factory 54 chains and in special shoe stores.
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