This business began as Alderman-Fairchild Company based in Rochester, NY, a manufacturer of cardboard boxes for hats, dresses, candy, shoes, suits, etc. The principals were Harry Alderman and Elmer Fairchild.
In 1922 the Alderman-Fairchild Company diversified its product line to include games and toys which it marketed under the "All-Fair Toys and Games" label. Beginning in 1926 the toys and games were manufactured at a plant in Churchville, NY under the management of Herman Fisher. Mr. Fisher built a reputation as an innovator and created a unique process for evaluating new toys and games. This process involved inviting children with their parents to the plant in Churchville for a day of fun and play. The children were given various toys and games to play with, and Mr. Fisher carefully observed which toys and games attracted the most attention and which were quickly cast aside. Those that passed this test were added to the All-Fair product line.