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The Real Toy Story : Inside the Ruthless Battle for America's Youngest by Eric Clark (2013, Trade Paperback)

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The American toy business is massive, world dominating, cutthroat, exciting, and increasingly willing to sacrifice our kids in its frantic rush for profit. And yet, for all its rapaciousness, the industry is in the business of delighting and fascinating our children. Toys are one of the most emotive subjects in the world. We all remember our own toys; we care desperately about those we choose for our kids, knowing these objects help shape children's lives. They are also a constantly newsworthy item: every Christmas, which toys are hot -- and the scramble by parents to grab them before the stores are empty -- is front-page and TV bulletin news. The Real Toy Story tells the tales of these toys and of the vast, world-dominating $22 billion American industry that creates them. The rewards for success are enormous: a top toy can earn billions -- H. Ty Warner shot into Forbes's World's Richest People list with his creation of Beanie Babies. The price of failure is just as huge -- the battlefield is littered with the corpses of once-successful toy companies whose multimillion-dollar gambles did not pay off. It is a world of contrasts. The Real Toy Story looks at both sides: at Slinky, Elmo, Barbie, Transformers, and their creators, but also at the dark side of an industry that leads the way in cold-blooded marketing targeted at children. Parents will want to learn about how this seemingly benign industry exploits, sometimes surreptitiously, the many new media: cable television, the internet, CD-ROMs, sometimes even invading the playgrounds to peddle their wares to unsuspecting young people. Perhaps more disturbingly, this hard-hitting book examines the vast gap between the cuddly image of toys and how almost all toys destined for America are actually produced in China under sweatshop conditions. Today the toy industry is in the midst of rapid change. Tapping into the concern millions of adults have about the toys they choose for the children in their lives, this riveting exposé is essential reading for everyone who cares about kids.

Product Identifiers

Publisher
Free Press
ISBN-10
1451646135
ISBN-13
9781451646139
eBay Product ID (ePID)
164790830

Product Key Features

Book Title
Realtoy Story : inside the Ruthless Battle for America's Youngest
Author
Eric Clark
Format
Trade Paperback
Language
English
Topic
Industries / Service, Marketing / General, Consumer Behavior, Popular Culture
Publication Year
2013
Genre
Business & Economics, Social Science
Number of Pages
272 Pages

Dimensions

Item Length
9in
Item Height
0.7in
Item Width
6in
Item Weight
11.8 Oz

Additional Product Features

Reviews
"A fascinating exposé of the $20 billion- a-year toy industry, in which...executives jockey for market share with alarming bloodthirstiness." -- Atlantic Monthly
Target Audience
Trade

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The Real Toy Story : Inside the Ruthless Battle for America's Youngest by Eric Clark (2013, Trade Paperback)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 The Real Toy Story: Inside the Ruthless Battle for America's Youngest

item 2 The Real Toy Story: Inside the Ruthless Battle for America's Youngest

item 3 Real Toy Story (Paperback or Softback)

item 4 Real Toy Story : Inside the Ruthless Battle for America's Youngest Consumers,...

item 5 Real Toy Story : Inside the Ruthless Battle for America's Youngest Consumers,...

item 6 The Real Toy Story: Inside the Ruthless Battle for America's Youngest: By...

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