www.bodhipaksa.com/blog/archives/2007/09 -
[Cached Version]
Published on: 9/1/2007
Last Visited: 3/26/2008
Gary Cross, a professor of history at Pennsylvania State University, and the author of "Kids' Stuff: Toys and the Changing World of American Childhood" looks at Mattel's recall of China-made toys in today's New York Times and argues that it may be time to "rethink the decision to allow the unrestricted advertising and cartoon promotion of toy lines that has produced year-round marketing and piles of plastic toys, bought and soon discarded."
"After all," he says, "we ought to be just as concerned about the impact of character licensing and toy advertising on our children's psyche as we are on protecting them from ingesting leaded paint and magnets."
He gives an interesting overview of the evolution of the toy industry, showing how the number of toys based on licensed characters (easily promoted in film and in TV programs that are essentially extended ads) shot from 10% in 1980 to 60% in 1987.