Fisher-Price Celebrates Holiday Tradition With Little People Tres Reyes Magos Playset.

Fisher-Price celebrates Latino holiday traditions this year with a brand-new, limited-edition Little People playset of Los Tres Reyes Magos (The Three Kings). The eight-piece set, which includes figures of the Three Kings, a Latino family of four carrying gifts, and a camel, went on sale mid-December at 270 Wal-Mart stores, primarily in the Southwest.

“We’re proud to be among the vanguard of companies to recognize that Latino families want to share their cultural heritage with their young children,” says Kevin Curran, General Manager of Fisher-Price. “Storytelling and role-playing are a natural with the Three Kings holiday. Toys that help parents bring traditions to life through play can provide not only a special bonding experience but a great learning opportunity.”

In many Latin countries, and increasingly in the U.S., children celebrate El Día de Los Reyes Magos (Three King’s Day) on Jan. 6, commemorating the arrival of the Three Magi in Bethlehem with gifts for baby Jesus. Latin American children write letters to the Three Kings, fill boxes with straw for the camels or leave their shoes under their beds so the Reyes Magos will fill them with toys.

Hispanic marketing agency Market Vision, based in San Antonio, Texas, assisted with development of the new Fisher-Price Three Kings playset and is coordinating events to bring the Three Kings to life at the retail level.

“For many Latin Americans, Santa Claus takes a back seat to the much-anticipated arrival of The Three Kings,” says Yvonne “Bonnie” García, Market Vision President. “We wanted to help Fisher-Price recreate that moment for a new generation of Latino kids with a toy that lets them have fun and celebrate their cultural traditions at the same time.”