The Marketing of Children’s Toys: Critical Perspectives on Children’s Consumer Culture

Book 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.

中文：

书名：儿童玩具营销：儿童消费文化批判透视

本书对各种玩具、品牌和产品类别的营销提供了丰富的批判性观点。主题包括特定儿童玩具品牌的营销，如American Girl、Barbie、Disney、GoldieBlox、Fisher-Price和乐高，以及更广泛的玩具类别的营销趋势，如流行的怪诞玩具；玩具枪支；极简主义玩具；Toyetics；旨在提供多样化表现的玩具；STEM玩具；以及拆箱视频。玩具营销值得持续的学术批评，因为玩具的文化意义及其在儿童生活中的作用，以及该行业的经济重要性。围绕玩具的讨论–包括某些玩具是为谁设计的，以及各种玩具和品牌对主人身份的意义–会影响我们对成年人对儿童的期望的理解，以及对儿童被社会化的更广泛社会规范的理解。