The marketing of children's toys : critical perspectives on children's consumer culture / Rebecca C. Hains, Nancy A. Jennings, editors.

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...

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Bibliographic Details
Other Authors: Hains, Rebecca C., 1976- (Editor), Jennings, Nancy A. (Editor)
Format: eBook
Language:English
Published: Cham, Switzerland : Palgrave Macmillan, [2021]
Subjects:
Online Access:Click for online access

MARC

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245 0 4 |a The marketing of children's toys :  |b critical perspectives on children's consumer culture /  |c Rebecca C. Hains, Nancy A. Jennings, editors. 
264 1 |a Cham, Switzerland :  |b Palgrave Macmillan,  |c [2021] 
300 |a 1 online resource (xvii, 304 pages) :  |b illustrations (black and white) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
520 |a 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. 
588 0 |a Online resource; title from digital title page (viewed on April 19, 2021). 
505 0 |a 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 
650 0 |a Toys  |x Marketing  |x Social aspects. 
650 7 |a Toys  |x Marketing  |2 fast 
700 1 |a Hains, Rebecca C.,  |d 1976-  |e editor.  |1 https://id.oclc.org/worldcat/entity/E39PCjyMjTJbbvv4PQyY6J4P43 
700 1 |a Jennings, Nancy A.,  |e editor. 
758 |i has work:  |a The marketing of children's toys (Text)  |1 https://id.oclc.org/worldcat/entity/E39PCFxBByTt3Kk9X88mXJV4md  |4 https://id.oclc.org/worldcat/ontology/hasWork 
776 0 8 |i Print version:  |t Marketing of children's toys.  |d Basingstoke : Palgrave Macmillan, 2021  |z 3030628809  |z 9783030628802  |w (OCoLC)1246540253 
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