Fijit Friends thumbnail 1
Not currently on display at the V&A

Fijit Friends

Interactive Toy
2011 (made)
Artist/Maker
Place of origin

Figit Friends are interactive figures made in China by Mattell, in 2011. They can sing, dance, respond to phrases, and even come with individual personalities. For example, his Fijit Friend is called Willa, she is confident, stylish and a natural leader.
Fijit Friends were voted as one of the Top 12 toys in 2011 by the Toy Retailers Association.


Object details

Categories
Object type
Titles
  • Fijit Friends (manufacturer's title)
  • Willa (manufacturer's title)
Materials and techniques
Brief description
Boxed Fijit Friends figure, Willa, made in China by Mattel in 2011
Physical description
The packagaing for the Fijit Friend consists of a cardboard box with a clear plastic front, allowing people to see the product. The box has multi-coloured floral designs and shows a photo of a girl dancing on the back.
The toy itself has a soft, rubbery purple bpdy and attached head with spiral antenae. The face is made from a screen that lights up.
Dimensions
  • Box height: 26.8cm
  • Box width: 24.5cm
  • Box depth: 12.3cm
  • Toy height: 23cm (approx.)
Production typeMass produced
Marks and inscriptions
  • Let's dance! I rock to your music! Let's talk! I understand key words! I'm your interactive BFF Willa
  • Powered by friendship!
  • Meet Willa! The trend-setting Fijit Friend who is always a step ahead of the latest and greatest - whether it's fashion or just whatever is new and cool. She's confident, stylish and a natural leader!
  • Like all Fijit Friends, Willa was created when a gooey science experiment was bought to life by the power of music! Her favourite things are to laugh 'til her sides hurt, dance 'til she's dizzy, and just be herself with her one true friend!
Credit line
Given by the Toy Retailers Association
Object history
It was named as one of the Top 12 toys in 2011, by the Toy Retailers Association. The product was given to the museum along with the other top toys.
Summary
Figit Friends are interactive figures made in China by Mattell, in 2011. They can sing, dance, respond to phrases, and even come with individual personalities. For example, his Fijit Friend is called Willa, she is confident, stylish and a natural leader.
Fijit Friends were voted as one of the Top 12 toys in 2011 by the Toy Retailers Association.
Other number
746775052539 - product number
Collection
Accession number
B.348-2013

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Record createdJanuary 2, 2014
Record URL
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