The Marketing of Children s Toys 1st Edition by Rebecca C Hains, Nancy A Jennings ISBN 9783030628802 3030628809

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Product details:

ISBN 10:  3030628809

ISBN 13: 9783030628802 

Author:  Rebecca C. Hains, Nancy A. Jennings

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.

Table of contents: 

1. Critiquing Children’s Consumer Culture: An Introduction to The Marketing of Children’s Toys

2. Playing with Fire: Marketing Youth Toy and Working Firearms as Social Problem and Social Panacea

3. Reclaiming the Living Room: The Play Value of Grotesque Toys

4. Playing with Minimalism: How Parents Are Sold on High-End Toys and Childhood Simplicity

5. Imported Toys in Indonesia: Parental Consumer Literacy, Purchasing Decisions, and Globalization

6. Unwrapping Toy TV: Ryan’s World and the Toy Review Genre’s Impact on Children’s Culture

7. Toys That Train the Tots: Fisher-Price’s Smart Toys in the Digital Age

8. Commodifying Culture: Mattel’s and Disney’s Marketing Approaches to “Latinx” Toys and Media

9. A Toy for Thoughtful Parents: The Rhetorical Building Blocks of LEGO’s Reputation

10. “Smart Is the New Cool”: Project MC2 and the Marketing of STEM Lifestyles to Tween Girl

11. Hacking Girl Power: GoldieBlox Play Sets and Material Rhetoric

12. Toy Discourses and Gendered Roles in “The Most Gender Equal Country in the World”: A Critical Cultural Analysis of Norwegian Toy Catalogues from 2011 to 2018

13. Unpacking Logan: The Construction of Masculinity in the American Girl Boy Doll

14. The Politics of Barbie’s Curvy New Body: Marketing Mattel’s Fashionistas Line

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Tags: Rebecca C Hains, Nancy A Jennings, Marketing, Children, Toys