Out of the garden : toys, TV, and children's culture in the age of marketing

The Resource Out of the garden : toys, TV, and children's culture in the age of marketing
Label
Out of the garden : toys, TV, and children's culture in the age of marketing
Title remainder
toys, TV, and children's culture in the age of marketing
Statement of responsibility
Stephen Kline
Creator
Subject
Language
eng
Summary
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
Cataloging source
DLC
Dewey number
302.23/083
Index
index present
LC call number
HQ784.T4
LC item number
K57 1993
Literary form
non fiction
Nature of contents
bibliography

Context

Context of Out of the garden : toys, TV, and children's culture in the age of marketing

Work of

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