Ten years ago when the Rescue Heroes line was launched the teamwork concept had just started taking root and remains viable even in a society as individualistic as ours. Five years ago the term teamwork remained an effective marketing tool. Moreover, the types of occupations symbolized by the Rescue Heroes are team-oriented and do impart positive social values. Therefore, Fisher Price has successfully leveraged a key social value and used it to sell their products. I would not change the Fisher Price approach. However, Fisher Price could expand the product line to include modular play stations. These play stations would allow for children to truly amass a team of Rescue Heroes and play with their friends. The Rescue Heroes should ideally include non-white and female models. Currently, all models are white males. Blatant gender and ethnic stereotyping hurts the product line and goes against the concept of teamwork the company is trying to...
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