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
Published: Cham, Switzerland : Palgrave Macmillan, [2021]
Online Access:Click for online access
Table of Contents:
  • 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