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Brice Toys

by Richard Mueller Jr.

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 1953. 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.

Jesse Brice's granddaughter, Eve Ulrich, has given us a biography of Jesse Brice. You can read it here: Jesse Brice Bio


Logo

Easter Rabbit #499
c. 1952
5"L x 7"H x 2"W
$75 - $100

Rabbit Cart with Can #499
c. 1952
8"L x 7.75" x 3.75"W
$105 - $140

Fire Truck #8
c. 1951
14"L x 10"H x 5"W
$210 - $280

Circus Teddy #77
c. 1951
9"L x 10.5"H x 5"W
$280 - $360

Mr. Panda #77

c. 1951
9"L x 10.5"H x 5"W
$300 - $400

Double Tweety Bird

c. 1950
6.25"L x 5.25"H x 2"W
$135 - $180

Tweety Cart #777

c. 1950
7"L x 9.5"H x 7"W
$270 - $360

Coo-Coola #133
c. 1951
12"L x 5"H x 3"W
$120 - $160

Waddles #125
c. 1951
9.75"L x 5"H x 6"W
$90 - $120

Elmer Fudd Fire Chief #7
c. 1950
9"L x 6"H x 3.5"W
$240 - $320

Buckin Beauty #930
c. 1950
12"L x 7"H x 9"W
$150 - $200

Easter Cart #499
c. 1950
10"L x 8"H x 4.5"W
$150 = $200

Daffy Duck Cart #588
c. 1950
13"L x 7.25"H x 4.5"W
$270 - $360

Daffy Duck
c. 1952
6"L x 5.5"H x 2"W
$150 - $200

Bugs Bunny Cart #599
c. 1950
12.5"L x 9"H x 5"W
$270 - $360

Bugs Bunny
c. 1952
5"L x 8.5"H x 2"W
$150 - $200

Bugs Bunny Trike #950
c. 1951
8"L x 11"H x 4.5"W
$240 - $320

Bugs Bunny Musical
c. 1949
10"L x 9"H x 7"W
$270 - $360

Porky Pig Wagon
c. 1950
10"L x 9"H x 4"W
$270 - $360

Galloping Pals #920
c. 1951
7.5"L x 7.5"H x 7"W
$180 - $240

Lithograph Board

Lithograph Board
$60

"Bong" The Clown #522
c. 1952
6"L x 8"H x 3.5"W
$90 - $120

"Bong" The Clown #522
c. 1952
5.5"L x 8.25"H x 3.5"W
$90 - $120

Clown
estimated 1952
7:L x 7.5"H x 3.5"W
$90 - $120

Pony Cut-Out
Pony Cut-Out
12"L x 7"H x 9"W
$60 - $80

1951 Playthings Magazine Ad

1950 Playthings Magazine Ad