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Brice Toys

by Richard Mueller Jr.

Jesse Brice Bio

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:


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