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Calling all newborns! Fisher-Price seeks WNY models

Got a cute baby? Fisher-Price wants to take his or her picture.

For years, Fisher-Price has been photographing Western New York children for the toy company’s product packaging and advertisements.

But Fisher-Price recently sent out a special call for newborn and infant models, who are in shorter supply.

“We capture every stage of early childhood development – from newborns being soothed in our baby gear, to infants sitting up, crawling and walking, to preschoolers using their imagination with a playset,” said Lisa Skorupa, a Fisher-Price spokeswoman.

The company recently sent an invitation to employees, asking them to refer friends and family living in the area with children 6 months old or younger.


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Fisher-Price uses more photos than ever in today’s highly visual world of Instagram and other social media. The company needs child models for use on its website and social media accounts, and in catalogs and product demonstration videos, among other things.

Interested parents should send their name, the child’s name, child’s birth date, address, phone number, email address and a photo to The studio will follow up with information about what to do next. Models will need a Child Performer Permit from the state labor department.

The age cutoff is 5 years old. Models are paid for their time.

Two years ago, Fisher-Price added a second photo studio in the Tri-Main Center on Main Street near Jewett Parkway. Having a more centrally located studio is part of the company’s push to include a more racially diverse group of kids than it was getting in East Aurora. Those models better reflect child consumers in Fisher-Price’s global markets.

Fisher-Price does 3,000 photo shoots each year.