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 expose is essential
reading for everyone who cares about kids.
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