The Marketing of Children’s Toys : Critical Perspectives on Children’s Consumer Culture
2021 ed.
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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.
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