BRICE TOY & NOVELTY, INC.

JESSE F. BRICE, FOUNDER

Written by Granddaughter, Eve Ulrich

JESSE FRANCIS BRICE

JUNE 6, 1906 (Riga, NY) - MARCH 23, 1981 (East Aurora, NY)

Graduated Churchville High School

Friend of Stella and Russell Frew, Herm Fisher (all from Churchville) and Irving Price (from Rochester area) – all major players in the birth of Fisher-Price Toys.  Jesse Brice worked directly with Herm Fisher at All Fair Toy Company (often called the “Box Company” by the locals) in Churchville – All Fair’s slogan was “our work is child’s play” which Herm Fisher later brought as a slogan to Fisher-Price.  Jesse Brice came to East Aurora and Fisher-Price Toys at the request of, and as a friend and colleague of, Herm Fisher.  Jesse Brice’s career at Fisher-Price spanned from 1930 to the late forties, holding the title of Superintendent of Fisher-Price – which in “those days” covered a wide gamut of responsibilities and talents including the supervision and daily details surrounding product drafting/design, engineering, tooling, manufacturing and production. While at Fisher-Price, Jesse Brice had extensive direct involvement with the manufacture of the original “classic” Snoopy Sniffer, as well as many other traditional Fisher-Price toys.

While he began his career in toys with “All Fair”, a career of nearly 20 years with Fisher-Price followed.  In the early 1950’s Jesse Brice left Fisher-Price Toys and branched off on his own corporate venture and started a company called “Brice Toy & Novelty, Inc.”  He was owner, designer and manufacturer of his own line through the end of 1952.  “Brice Toy & Novelty, Inc.” was first located in Colden, NY (where lumber was actually brought in, milled and crafted into finished toys on site).  The company later moved to 196 Pennsylvania Avenue in the village of East Aurora, NY. 

“Brice Toy & Novelty, Inc.” was believed to be the only toy company in the United States at the time that had the rights to the Warner Brothers license – a fact contributing to the rarity and collectibility of his toy line.  Jesse Brice ended his career in toys with the sale of “Brice Toy & Novelty, Inc.” in mid-1953.  The new owners/investors subsequently renamed the company “East Aurora Toy Corporation”.

Jesse Brice held a private and commercial pilot’s license, and was also an accomplished musician.

A family affair in toys … a number of Brice family relatives worked at Fisher-Price throughout the history of the company from the 1950’s to present … Don Brice (brother), Margaret Brice (sister), Jane Brice Baker (daughter), Ginger Brice Ulrich (daughter), Eve Ulrich (granddaughter) – in areas covering production, human resources, R&D executive support and market research.  The “Brice Toy & Novelty, Inc.” heritage continues to live on at Fisher-Price!

Brice Toy & Novelty, Inc. – Product Line

1951 - into year; 10 skus; all wooden pull toys featuring Warner Bros. licenses

1952 - 12 skus

1953 - 18 skus; mid-year became “East Aurora Toy Corporation” under new management

A collection of Brice Toy & Novelty, Inc. toys and catalogs are on loan from Ginger Ulrich, Eve Ulrich and Larry Nagode and on public display at the East Aurora Toy Museum.