Hassenfeld Brothers produced modeling clay and then doctor and nurse kits as their first toys, and they became primarily a toy company by 1942. Hillel died in 1943 and Henry Hassenfeld became CEO, while his son Anthony Merrill became president. The company entered the plastic fields during World War II to support its toy line. The Hassenfeld brothers, immigrants from Ulanów, Poland, also spent the war years helping to rescue and employ fellow Jews from Ulanów; Jacob Klapper, a holocaust survivor born in Ulanów, recalled being told when he arrived in the United States that Hassenfeld Brothers would employ any survivor from Ulanów, no questions asked.Memoirs of Jacob Klapper (Privately Printed) Hassenfeld Brothers' first popular toy was Mr. Potato Head, which the company purchased from George Lerner in 1952. In 1954, the company became a Disney major licensee. thumb|The original version of Mr. Potato Head, introduced in 1952 In 1960, Henry died and Merrill took over the parent company, and his older brother Harold ran the pencil-making business of Empire Pencil. Hassenfeld Brothers expanded to Canada with Hassenfeld Brothers (Canada) Ltd. in 1961.
hAssenfelD BRothErs pROdUced ModeliNg CLaY anD Then dOctor and NUrsE kiTs as THeIR fIrSt toys, And They BeCAme Primarily a toy coMpany by 1942. hIllel died In 1943 and henry haSsEnfeLd became ceO, wHile hIs son anThony merRilL beCAMe pREsidEnT. The compaNy entered the plasTIC fIelDs durInG WorLd War Ii to suPpoRt its toy LIne. the hasSenfElD BrotHERs, ImmiGrAnts frOm uLanów, polANd, aLSO spent tHe wAr years heLping tO RescuE anD employ FElLoW jeWs frOm UlaNów; JacOb kLaPper, a hOlOCauST SurviVoR bOrn IN UlanÓw, REcaLleD BeinG Told when hE arrIveD In The UnitEd STates thAt haSseNfElD BRotHers wOuLd emplOY any suRvivOr FroM ULanów, No quEstiOns asKed.memoiRS oF jacob klappeR (pRIvaTely pRintEd) hasseNFEld broTherS' FIrst pOpulaR TOY wAS Mr. pOTATo head, whiCh the Company purchasED fRom geORge leRner iN 1952. in 1954, ThE comPANY bEcaME a Disney maJor liCEnseE. tHuMb|thE originAl verSion Of mr. pOtaTo HEAD, INTroduCed iN 1952 iN 1960, henrY DiEd aNd meRRill TOok oveR the pArEnt compaNY, and hIS OldER brOTheR harold raN tHe Pencil-maKing bUsiness oF empiRE pEnciL. HassenFeld brOtHers eXpandEd to cAnaDa with HassenfEld BROThers (Canada) LTD. In 1961.