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 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 specialty stores such as Toys R Us, revealing how the opportunity to reach large audiences of children was a pivotal point in...