businessman herm fisher joined forces with the city's mayor, irving price, and his illustrator wife,ng with a toy shop owner named helen shelly, together, they created a line of whimsical toys. after they launched, a horrible snowstorm. and they know they have to make this delivery to macy's. >> when you're a start-up, even in 1930, you do what it takes. >> reporter: chuck is senior vice president of fisher-price. >> they believed that toys were something that would make a difference in the world. >> reporter: during world war ii, the company stopped making toys and started making aircraft parts. and shipping crates for supplies. >> they really delivered the same premise of making great things. they just supported on the war effort at that time, versus focusing on toys. >> reporter: that ability to pivot served them well again this year. when the pandemic hit, the company released a line of thank you heroes and donated the proceeds. with more parents working from home, fisher-price is keeping them busy with toys that allow them to imitate mom and dad. it hasn't been all fun and games

businessman herm fisher joined forces with the city's mayor, irving price, along with his wife, along >> reporter: chuck is senior vice president of fisher-price. during world war ii, the company stopped making toys and started making aircraft parts and shipping crates for supplies. >> they really delivered the same premise of making great things. they just focused on is supported the war effort at that time, versus focusing on toys. >> reporter: that ability to pivot served them well again this year. when the pandemic hit, the company released a line of thank you heros and donated the proceeds. and with more parents working from home, fisher-price is keeping kids busy with toys that allow them to imitate mom and dad. but it hasn't been all fun and games. over 30 infant fatalities have occurred -- last year fisher-price recalled millions of its rock in place sleepers, which were linked to accidental infant deaths. but now, as the company marks 90 years, chuck says they have staying power. because they've embraced their roots, like their legendary play lab. >> the play lab was inspired