Although the first release focuses on farm animal sounds, it had spawned through many themes from the alphabet, counting, nursery rhymes, to licensed products.
[1] In the 1960s, after introducing a line of talking dolls that said different phrases when a string protruding from their upper back was pulled, Mattel trademarked the word chatty.
Instead, sound was produced by a simple low-fidelity phonograph record driven by a metal coil wound by pulling the toy's string.
In the 1970s, See 'N Say pointers were streamlined into a uniform design, a large arrow with a sticker affixed to it depicting a bee, farmer, and so forth.
By 1989, the chatty ring was replaced by a lever that could be pulled to make the toy talk, after a Rhode Island girl was blinded by a snapped string.
The owl shaped See 'N Say, the "Whooo Says" used a push button to activate it, and was the first model to use a flip-page format as well as computer chips.
In 2001, the "Kids Around the World" See 'N Say was introduced that developed a different format: identifying placements on the map, had a pointer that tells which game to play, touch button countries and continents, and gameplay.