Taking a cue from the elliptical tubing used by
Evenflo and Graco in their new strollers, Fisher Price will roll out several
sleek new high chairs in December this year.

The show stopper was the ?Custom
Ultra? a $150 model with up front height adjustments and high end soft
goods. Yep, you read right—Fisher Price will try to sell a $150 high chair, a
la Peg Perego. It will be interesting to see how the market reacts to that. A
key issue: fabrics. We saw a blue version that looked nice, but FP will have to
greatly up the fashion quotient of its high chairs (which has always been a
weakness) if they expect to give Peg and Chicco a run for their money. And
what?s with the name? Custom Ultra? Sounds like toothpaste. What does
Custom Ultra translate to in Italian?

If
that?s too much money, FP will also debut several lower price high chair
models with a similar rounded look. The Space Saver will be $50, the Close to Me
will be $60 and adds an angled base. The Easy Clean $80 will add a toy and easy
to remove pad. Finally, the Storage Plus adds, well, extra storage at the back
for $100. In case you still like the basic Healthy Care chair, it will continue
in the Ocean Wonders pattern.


Taking a cue from the elliptical tubing used by
Evenflo and Graco in their new strollers, Fisher Price will roll out several
sleek new high chairs in December this year.

The show stopper was the ?Custom
Ultra? a $150 model with up front height adjustments and high end soft
goods. Yep, you read right—Fisher Price will try to sell a $150 high chair, a
la Peg Perego. It will be interesting to see how the market reacts to that. A
key issue: fabrics. We saw a blue version that looked nice, but FP will have to
greatly up the fashion quotient of its high chairs (which has always been a
weakness) if they expect to give Peg and Chicco a run for their money. And
what?s with the name? Custom Ultra? Sounds like toothpaste. What does
Custom Ultra translate to in Italian?

If
that?s too much money, FP will also debut several lower price high chair
models with a similar rounded look. The Space Saver will be $50, the Close to Me
will be $60 and adds an angled base. The Easy Clean $80 will add a toy and easy
to remove pad. Finally, the Storage Plus adds, well, extra storage at the back
for $100. In case you still like the basic Healthy Care chair, it will continue
in the Ocean Wonders pattern.

Here are
the pics:

The new Fisher Price Custom Ultra high
chair (left), the Storage Plus (note back compartment), the Space Saver and the
Close to Me. All coming out in December
2005.

UPDATE JANUARY 2006: Fisher Price
decided NOT to release the Custom Ultra (too expensive? no word on why); but all
the other models mentioned above should be in stores shortly!