The marketing of children's toys : critical perspectives on children's consumer culture
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Bibliographic Information
The marketing of children's toys : critical perspectives on children's consumer culture
Palgrave Macmillan, 2022
- pbk.
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Description and Table of Contents
Description
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
Introduction.- Rebecca C. Hains & Nancy A. Jennings.-SECTION ONE: TOY TRENDS.- 1. Toying with Guns: A Critical Analysis of Play Firearms.- Jody Lynee Madeira, Professor of Law and Louis F Niezer Faculty Fellow, Indiana University Maurer School of Law.- 2. Reclaiming the Livingroom: The Play Value of Grotesque Toys.- Tyler Brunette, Ph.D. student, University of Pittsburgh, the Department of Communication.- 3. Playing with Minimalism: The Promotion of High-End Toys and Childhood Simplicity.- Spring-Serenity Duvall, Associate Professor of Communication, Salem College.- 4. Imported Toys in Indonesia: Parental Consumer Literacy, Purchase Decisions, and Globalization.- Rani Chandra Oktaviani and Fadlin Nur Ichwan, Lecturers, The London School of Public Relations, Jakarta.- SECTION TWO: TOY MARKETING.- 5. Totally Toyetic.- Jonathon Lundy, Ph.D. Candidate, Drexel University.- 6. Unwrapping Toy TV: YouTube Kids and the role of Toy Unboxing and Play Videos.- Kyra Hunting, Assistant Professor, Media Arts and Studies, The University of Kentucky.- 7. Disney Toy Marketing Addresses Latina/os.- Diana Leon-Boys and Angharad N. Valdivia, Research Professor, Institute of Communications Research, University of Illinois at Urbana-Champaign.- 8. A Toy for Thoughtful Parents: Explaining the Rhetorical Origins of the American Public's Love for LEGO.- Lauren DeLaCruz, Ph.D. Candidate, Rhetoric and Public Culture, Northwestern University.- SECTION THREE: TOYS AND GENDER.- 9. "Smart is the New Cool": Project MC2 and the Marketing of STEM Lifestyles to Tween Girls.- Avi Santo, Chair, Department of Communications & Theater Arts, Old Dominion University.- 10. Hacking Girl Power: GoldieBlox and Material Rhetoric.- Margeaux Lippman Hoskins, Lecturer, Dutchess Community College, Poughkeepsie, NY.- 11. Toy discourses and gendered roles in "the most gender equal country in the world": A critical cultural analysis of toy catalogues from 2011-2018.- Trine Kvidal-Rovik, Associate Professor, Department.- Tourism and Northern Studies, The Arctic University of Norway.- 12. American Girl and the Construction of Masculinity.- Emilie Zaslow, Associate Professor, Pace University, New York.- 13. The Politics of Barbie's Curvy New Body: Marketing Mattel's "Fashionista" Line.- Rebecca Hains, Professor of Media and Communication, Salem State University.
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