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In this revealing social history, Daniel Thomas Cook explores the roots of children's consumer culture--and the commodification of childhood itself--by looking at the rise, growth, and segmentation of the children's clothing industry. Cook describes how in the early twentieth century merchants, manufacturers, and advertisers of children's clothing began to aim commercial messages at the child rather than the mother. Cook situates this fundamental shift in perspective within the broader transformation of the child into a legitimate, individualized, self-contained consumer.

"The...

In this revealing social history, Daniel Thomas Cook explores the roots of children s consumer culture and the commodification of childhood itself by looking at the rise, growth, and segmentation of the children s clothing industry. Cook describes how in the early twentieth century merchants, manufacturers, and advertisers of children s clothing began to aim commercial messages at the child rather than the mother. Cook situates this fundamental shift in perspective within the broader transformation of the child into a legitimate, individualized, self-contained consumer.

"The Commodification...