Vintage Toy Display in Lincoln Library From Eve Ulrich '78
Craving a bit of nostalgia from your childhood? Come visit Lake Erie College for a rare glimpse into the world of vintage children’s toys! Alumna Eve J. Ulrich ’78 has lent her collection of unique and rare toys from Brice Toy & Novelty, Inc. to display at the Lincoln Library until March, 2023.
Ulrich, who graduated from Lake Erie College in 1978 with a biology degree, is the granddaughter of Jesse Francis Brice. Brice, founder of Brice Toy & Novelty, began his toy career in 1930 at the inception of Fisher-Price Toys, East Aurora, New York. Ulrich also had a 35-year career with Fisher-Price Toys as Senior Manager of Research across Market/Competitive Intelligence, Sales Research and Strategic Business Development.
Brice’s profession touched on the drafting, design, tooling, engineering, and manufacturing of children’s toys. After resigning from a 17-year career at Fisher-Price Toys, he brought his passion for toy design to the next level and founded Brice Toy & Novelty, Inc. in 1949. His distinctive product line focused on original designs characterized by the Warner Bros. license. His was the first toy company, at that time, granted rights to the Warner Bros. intellectual property for wood pull toys.
Over the years he was in business, his products ultimately gained national recognition when shown at the Toy Fair in New York City. Given his association with Fisher-Price Toys and Warner Bros., along with the line’s beautifully designed paper lithographs, carved wood, and vivid colors, these rare toys continue to be of high value to collectors. The history of Jesse F. Brice along with the product catalog of Brice Toy and Novelty, Inc. can be found on the following public websites: Antique Toy Collectors of America atca-club.org and Old Wood Toys allwoodtoys.com.