Brice Toy and Novelty Incorporated
East Aurora, New York
1947 – 1952
East Aurora Toy Corporation
East Aurora, New York
1952 - estimated 1958

In 1930, Jesse Brice moved from All-Fair Toy and Games to Fisher-Price Toys. In the late 1940’s, Mr. Brice decided to leave Fisher-Price Toys and open his own company and Brice Toy and Novelty Company was born. The company continued to produce toys under the name Brice Toy and Novelty Incorporated until Mr. Brice left in 1952. At that time, Albert Wallenwien, Brice’s treasurer, continued producing toys changing the company name to East Aurora Toy Incorporation (E.A.T).

Many of the toys produced under the East Aurora Toy, Inc. (E.A.T) label are very similar, if not the same, as Brice Toy and Novelty Company toys. Because of their association with Fisher-Price, their association with Warner Brothers, their vivid colors, and rarity, these toys will hold high values.

Once E.A.T. Company folded, it has been said that Fisher Price bought the existing tools to keep a new group of owners from starting up again making toys.

Example of labeling estimated 1956 Rabbit with Egg #499 estimated 1956 5”L x 7”H x 2”W $90 - $120 Rabbit with Cart #499 estimated 1956 8”L x 7.75”H x 3.5”W $120 - $150 Still in bag: $180 - $230 East Aurora Express #999 estimated 1956 9”L x 7.5”H x 2”W $120 - $160 Double Clowns estimated 1956 6.75”L x 4.75”H x 2”W $90 - $120 Sprinkles estimated 1956 6”L x 9.5”H x 3.5”W $90 - $120 Double Tweetie estimated 1956 6.25”L x 5.25”H x 2”W $150 - $200 Daffy Duck estimated 1956 6”L x 5.5”H x 2”W $150 - $200 Still in original bag: $250 - $325 Buster the Bear estimated 1956 4.75”L x 7.5”H x 1.75”W $120 - $160 Claude de Pussy estimated 1956 5”L x 7”H x 2”W $90 - $120