Brice Toy and Novelty Incorporated
East Aurora, New York
1947 – 1952
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 their rarity, these toys will hold high values.
