The marketing of children's toys : critical perspectives on children's consumer culture / Rebecca C. Hains, Nancy A. Jennings, editors.
Hains, Rebecca C., 1976- editor.; Jennings, Nancy A., editor.
2021
HD9993.T692 M37 2021
Available Online

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Title The marketing of children's toys : critical perspectives on children's consumer culture / Rebecca C. Hains, Nancy A. Jennings, editors.
ISBN 9783030628819 (electronic bk.)
3030628817 (electronic bk.)
3030628809
9783030628802
DOI https://doi.org/10.1007/978-3-030-62881-9
Published Cham, Switzerland : Palgrave Macmillan, [2021]
Language English
Description 1 online resource (xvii, 304 pages) : illustrations (black and white)
Other Standard Identifiers 10.1007/978-3-030-62881-9 doi
Call Number HD9993.T692 M37 2021
Dewey Decimal Classification 659.1968872
Summary 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.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Source of Description Online resource; title from digital title page (viewed on April 19, 2021).
Added Author Hains, Rebecca C., 1976- editor.
Jennings, Nancy A., editor.
Available in Other Form Marketing of children's toys.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
Critiquing children's consumer culture : an introduction to The marketing of children's toys
Playing with fire : marketing youth toy and working firearms as social problem and social panacea
Reclaiming the living room : the play value of grotesque toys
Playing with minimalism : how parents are sold on high-end toys and childhood simplicity
Imported toys in Indonesia : parental consumer literacy, purchasing decisions, and globalization
Unwrapping toy TV : Ryan's world and the toy review genre's impact on children's culture
Toys that train the tots : Fisher-Price's smart toys in the digital age
Commodifying culture : Mattel's and Disney's marketing approaches to "Latinx" toys and media
A toy for thoughtful parents : the rhetorical building blocks of LEGO's reputation
"Smart is the new cool" : project MC² and the marketing of STEM lifestyles to tween girl
Hacking girl power : GoldieBlox play sets and material rhetoric
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
Unpacking Logan : the construction of masculinity in the American Girl boy doll
The politics of Barbie's curvy new body : marketing Mattel's fashionistas line

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