The Marketing Of Childrens Toys
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Author | : Rebecca C. Hains |
Publisher | : Springer Nature |
Total Pages | : 304 |
Release | : 2021-04-13 |
Genre | : Social Science |
ISBN | : 3030628817 |
This book offers rich critical perspectives on the marketing of a variety of toys, brands, and product categories. Topics include marketing undertaken by specific children’s toy brands such as American Girl, Barbie, Disney, GoldieBlox, Fisher-Price, and LEGO, and marketing trends characterizing broader toy categories such as on-trend grotesque toys; toy firearms; minimalist toys; toyetics; toys meant to offer diverse representation; STEM toys; and unboxing videos. Toy marketing warrants a sustained scholarly critique because of toys’ cultural significance and their roles in children’s lives, as well as the industry’s economic importance. Discourses surrounding toys—including who certain toys are meant for and what various toys and brands can signify about their owners’ identities—have implications for our understandings of adults’ expectations of children and of broader societal norms into which children are being socialized.
Author | : Stephen Kline |
Publisher | : Verso |
Total Pages | : 430 |
Release | : 1993 |
Genre | : Business & Economics |
ISBN | : 9781859840597 |
This timely and innovative book provides a detailed history of marketing to children, revealing the strategies that shape the design of toys and have a powerful impact on the way children play. Stephen Kline looks at the history and development of children's play culture and toys from the teddy bear and Lego to the Barbie doll, Care Bears and Teenage Mutant Ninja Turtles. He profiles the rise of children's mass media - books, comics, film and television - and that of the specially stores such as Toys 'R' Us, revealing how the opportunity to reach large audiences of children through television was a pivotal point in developing new approaches to advertising. Contemporary youngsters, he shows, are catapulted into a fantastic and chaotic time-space continuum of action toys thanks to the merchandisers' interest in animated television. Kline looks at the imagery and appeal of the toy commercials and at how they provide a host of stereotyped figures around which children can organize their imaginative experience. He shows how the deregulation of advertising in the United States in the 1980s has led directly to the development of the new marketing strategies which use television series to saturate the market with promotional "character toys". Finally, in a powerful re-examination of the debates about the cultural effects of television, Out of the Garden asks whether we should allow our children's play culture to be primarily defined and created by marketing strategies, pointing to the unintended consequences of a situation in which images of real children have all but been eliminated from narratives about the young.
Author | : Rebecca C. Hains |
Publisher | : |
Total Pages | : 0 |
Release | : 2021 |
Genre | : |
ISBN | : 9783030628826 |
This book offers rich critical perspectives on the marketing of a variety of toys, brands, and product categories. Topics include marketing undertaken by specific children's toy brands such as American Girl, Barbie, Disney, GoldieBlox, Fisher-Price, and LEGO, and marketing trends characterizing broader toy categories such as on-trend grotesque toys; toy firearms; minimalist toys; toyetics; toys meant to offer diverse representation; STEM toys; and unboxing videos. Toy marketing warrants a sustained scholarly critique because of toys' cultural significance and their roles in children's lives, as well as the industry's economic importance. Discourses surrounding toys-including who certain toys are meant for and what various toys and brands can signify about their owners' identities-have implications for our understandings of adults' expectations of children and of broader societal norms into which children are being socialized.
Author | : Erica S. Weisgram |
Publisher | : American Psychological Association (APA) |
Total Pages | : 0 |
Release | : 2018 |
Genre | : Education |
ISBN | : 9781433828867 |
In this volume, scholars in developmental psychology, education, and neuroscience examine the ways in which children's toys often reflect and promote gender stereotypes, as well as the long-term consequences of gender-typed play.
Author | : Stephen Jay Kline |
Publisher | : |
Total Pages | : 21 |
Release | : 1990 |
Genre | : |
ISBN | : |
Author | : Luísa Magalhães |
Publisher | : Springer |
Total Pages | : 314 |
Release | : 2017-10-14 |
Genre | : Social Science |
ISBN | : 1137591366 |
There are few scholarly books about toys, and even fewer that consider toys within the context of culture and communication. Toys and Communication is an innovative collection that effectively showcases work by specialists who have sought to examine toys throughout history and in many cultures, including 1930’s Europe, Morocco, India, Spanish art of the 16th-19th centuries. Psychologists stress the importance of the role of toys and play in children’s language development and intellectual skills, and this book demonstrates the recurrent theme of the transmission of cultural norms through the portrayal, presentation and use of toys. The text establishes the role of toy and play park design in eliciting particular forms of play, as well as stressing the child’s use of toys to ‘become’ more adult. It will be beneficial for courses in education, developmental psychology, communications, media studies, and toy design.
Author | : Mandy Crespin Green |
Publisher | : |
Total Pages | : 58 |
Release | : 1997 |
Genre | : Advertising and children |
ISBN | : |
Author | : Find/SVP (Firm) |
Publisher | : |
Total Pages | : |
Release | : 1985 |
Genre | : Games |
ISBN | : |
Author | : Stephen Frith |
Publisher | : |
Total Pages | : 115 |
Release | : 1995 |
Genre | : Child consumers |
ISBN | : 9780733412219 |
Author | : Jyotsna Kapur |
Publisher | : Rutgers University Press |
Total Pages | : 218 |
Release | : 2005 |
Genre | : Literary Criticism |
ISBN | : 9780813535937 |
"This book is a welcome addition to the literature on children and the media, and a most stimulating application of social theory to questions of the child in contemporary film and consumer culture."--Ellen Seiter, author of The Internet Playground: Children's Access, Entertainment and Mis-Education Since the 1980s, a peculiar paradox has evolved in American film. Hollywood's children have grown up, and the adults are looking and behaving more and more like children. In popular films such as Harry Potter, Toy Story, Pocahantas, Home Alone, and Jumanji, it is the children who are clever, savvy, and self-sufficient while the adults are often portrayed as bumbling and ineffective. Is this transformation of children into "little adults" an invention of Hollywood or a product of changing cultural definitions more broadly? In Coining for Capital, Jyostna Kapur explores the evolution of the concept of childhood from its portrayal in the eighteenth century as a pure, innocent, and idyllic state--the opposite of adulthood--to its expression today as a mere variation of adulthood, complete with characteristics of sophistication, temptation, and corruption. Kapur argues that this change in definition is not a media effect, but rather a structural feature of a deeply consumer-driven society. Providing a new and timely perspective on the current widespread alarm over the loss of childhood, Coining for Capital concludes that our present moment is in fact one of hope and despair. As children are fortunately shedding false definitions of proscribed innocence both in film and in life, they must now also learn to navigate a deeply inequitable, antagonistic, and consumer-driven society of which they are both a part and a target.