Fisher-Price Enters Global Collaboration with Shakira and The Barefoot Foundation for Best Possible Start Campaign

shakiraIn a global partnership centered on early childhood development, Fisher-Price Inc. has partnered with singer Shakira—who is also a mother and philanthropist—and the Barefoot Foundation to create a web series for moms and co-develop a new line of babygear and toys.

The program targets millennials, who make up 80 percent of today’s first-time moms. The collaboration, which is focused on sharing opinions and recommendations with other moms, kicks off today with a 12-part web series featuring Shakira’s personal reflections on what her baby has taught her about herself. Other topics include the importance of early childhood development, looking at the world through a child’s eyes, facilitating milestones, and her hopes for raising a future philanthropist.

Segments also celebrate babies’ activity and growth, as well as Shakira’s own parenting journey from a very personal mom-to-mom point of view. The series will be distributed exclusively over digital to 23 countries at one time, delivered via branded social channels and supported with paid media. The content will live within a microsite, which will contain product information on her First Steps Collection, the new Babygear, and infant line of toys Fisher-Price co-developed with Shakira.

Fisher-Price Shakira First Steps Collection Kick & Play Piano Gym

Available in the U.S. exclusively at as well as, Shakira’s introductory spring line of co-developed Fisher-Price baby gear and toys will include the following:

  • Fisher-Price Shakira First Steps Collection Kick & Play Piano Gym: When baby kicks, music plays and four linkable toys encourage baby to bat, reach and grasp. It grows with babies from play gym to portable piano.
  • Fisher-Price Shakira First Steps Collection Musical Friends Bouncer: This bouncer introduces baby to an early love of music and global beats. It has a removable toy bar featuring lights, sounds and music, and animal activity toy friends.
  • Fisher-Price Shakira First Steps Collection Move ’n Groove Soccer Ball: This musical soccer ball encourages active, motor skill-building play with silly sounds and 11 original tunes inspired by music from around the world!
  • Fisher-Price Shakira First Steps Collection Stack ’n Learn Alphabet Blocks: Fifty easy-to-stack blocks in one set that encourage development of fine motor skills and eye-hand coordination.
  • Fisher-Price Shakira First Steps Collection Teethe ’n Play Stacker: This ring stacker helps babies develop fine motor skills and eye-hand coordination, and helps stimulate their senses of sight, sound, and touch.
  • Fisher-Price Shakira First Steps Collection Count ’n Teethe Soft Book: A soft book featuring colorful characters and lots to discover on six pages—including a shiny mirror, peek-a-boo flap, crinkle page, and satin-patch squeaker.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.