{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1277637"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1277637/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2025PH2364/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2025PH2364/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2025PH2364","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false},{"assetRef":"2017KB0792","copyright":"©Victoria & Albert Museum, London","sensitiveImage":false},{"assetRef":"2017KB0795","copyright":"©Victoria & Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O1277637","accessionNumber":"B.348-2013","objectType":"Interactive toy","titles":[{"title":"Fijit Friends","type":"manufacturer's title"},{"title":"Willa","type":"manufacturer's title"}],"summaryDescription":"Figit Friends are interactive figures made in China by Mattell, in 2011. They can sing, dance, respond to phrases, and even  come with individual personalities. For example, his Fijit Friend is called Willa, she is confident, stylish and a natural leader. \r\nFijit Friends were voted as one of the Top 12 toys in 2011 by the Toy Retailers Association.","physicalDescription":"The packagaing for the Fijit Friend consists of a cardboard box with a clear plastic front, allowing people to see the product. The box has multi-coloured floral designs and shows a photo of a girl dancing on the back. \r\nThe toy itself has a soft, rubbery purple bpdy and attached head with spiral antenae. The face is made from a screen that lights up.","artistMakerPerson":[],"artistMakerOrganisations":[{"name":{"text":"Mattel, Inc.","id":"C606"},"association":{"text":"manufactured","id":"x39720"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"card","id":"x30344"},{"text":"plastic","id":"AAT14570"},{"text":"metal","id":"AAT10900"},{"text":"rubber","id":"AAT12941"}],"techniques":[],"materialsAndTechniques":"","categories":[{"text":"Children & Childhood","id":"THES48980"},{"text":"Dolls & Toys","id":"THES48967"},{"text":"Music","id":"THES253065"}],"styles":[],"collectionCode":{"text":"YVA","id":"THES48593"},"images":["2025PH2364","2017KB0792","2017KB0795"],"imageResolution":"low","galleryLocations":[{"current":{"text":"006","id":"THES344397"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"toys","id":"AAT211037"}],[{"text":"figures","id":"AAT211087"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"China","id":"x29398"},"association":{"text":"made","id":"x28654"},"note":""}],"productionDates":[{"date":{"text":"2011","earliest":"2011-01-01","latest":"2011-12-31"},"association":{"text":"made","id":"x28654"},"note":""}],"associatedObjects":[],"creditLine":"Given by the Toy Retailers Association","dimensions":[{"dimension":"Height","value":"26.8","unit":"cm","qualifier":"","date":{"text":"22/01/2014","earliest":"2014-01-22","latest":"2014-01-22"},"part":"box","note":""},{"dimension":"Width","value":"24.5","unit":"cm","qualifier":"","date":{"text":"22/01/2014","earliest":"2014-01-22","latest":"2014-01-22"},"part":"box","note":""},{"dimension":"Depth","value":"12.3","unit":"cm","qualifier":"","date":{"text":"22/01/2014","earliest":"2014-01-22","latest":"2014-01-22"},"part":"box","note":""},{"dimension":"Height","value":"23","unit":"cm","qualifier":"approx.","date":{"text":"22/01/2014","earliest":"2014-01-22","latest":"2014-01-22"},"part":"toy","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"Let's dance! I rock to your music! \r\nLet's talk! I understand key words!\r\nI'm your interactive BFF Willa","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":""},{"content":"Powered by friendship!","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":""},{"content":"Meet Willa! The trend-setting Fijit Friend who is always a step ahead of the latest and greatest - whether it's fashion or just whatever is new and cool. She's confident, stylish and a natural leader!","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":""},{"content":"Like all Fijit Friends, Willa was created when a gooey science experiment was bought to life by the power of music! Her favourite things are to laugh 'til her sides hurt, dance 'til she's dizzy, and just be herself with her one true friend!","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":""}],"objectHistory":"It was named as one of the Top 12 toys in 2011, by the Toy Retailers Association. The product was given to the museum along with the other top toys. ","historicalContext":"","briefDescription":"Boxed Fijit Friends figure, Willa, made in China by Mattel in 2011","bibliographicReferences":[],"production":"","productionType":{"text":"Mass produced","id":"THES48863"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["B.348-2013"],"accessionNumberNum":"348","accessionNumberPrefix":"B","accessionYear":2013,"otherNumbers":[{"type":{"text":"product number","id":"THES50229"},"number":"746775052539"}],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2026-04-02","recordCreationDate":"2014-01-02","availableToBook":false}}