Mattel’s Fisher-Price division is going back to its roots with the launch of a new collection of wooden toys exclusively at Walmart. 

The Fisher-Price Wood range for infants and preschoolers features 10 SKUs of classic wooden toys sporting new designs and patterns, including a shape sorter, a toolbox set, stacking blocks and a xylophone. The products launched today on Walmart’s e-commerce site, and will roll out to stores in Canada, the US, Mexico and Chile starting this fall. 

Fisher-Price SVP and GM Brian Fitzharris says the game plan is to target parents who are looking for more affordable toys and a back-to-basics play experience for their kids. The SKUs vary in price, with the ring stacker coming in low at US$15 and the more elaborate music table maxing out at US$30. This marks the first Fisher-Price product launch that Fitzharris has overseen since he rejoined Mattel from Wisconsin-based PlayMonster last month. 

The wooden products were tested in Fisher-Price’s Play Lab, which pairs child development experts with more than 2,500 kid testers and 1,800 parents each year. Using this model, the company has launched a wide range of original toys that foster early childhood development, including the Game & Learn Controller, Linkimals Sit-To-Crawl Turtle and the Butterfly Dreams projector.