Toying with Music: AMC Partners with Disney and Fisher Price

When it comes to spreading the word to parents about the benefits of making music, the American Music Conference has developed some very powerful allies: Disney and Fisher Price.

As of August, 2001, 500,000 new toys—Mickey Makin’ Music Drum Machine and Makin’ Music Trumpet—are in retail stores now with detailed brochures on how to “Teach your child as you share the joys of music.” The brochures include information on research studies that show that a child’s abstract reasoning skills are dramatically enhanced by their participation in music instruction. It also points out that playing a musical instrument can strengthen hand-eye coordination and fine motor skills, and may also hold the key to higher brain function—all of which are music to a parent’s ears. In 2002, the same message will be included in 3 million cross-sell booklets to accompany Fisher Price Winnie the Pooh and Mickey Mouse toys.