Product Description

Toys - from teddy bears to Barbie dolls to train sets - define our image of childhood innocence. But the truth is that toys represent a $21 billion a year industry, and with so much money at stake, the toy business is anything but child's play. In "The Real Toy Story", investigative journalist Eric Clark exposes the startling truths behind Britain's favourite toys. Drawing on interviews with over 200 industry insiders, Clark names and shames the corporations spending millions on research into the best way to manipulate their target audience while manufacturing products in China under virtual slave labour conditions. In a world of cut-throat competition and cold-blooded marketing, toy companies are increasingly willing to sacrifice our children in the rush for profits. And as more children forsake cuddly play things for Ipods and cell phones, companies are using even more extreme tactics- unashamedly using sex and violence to sell dolls and action men to children as young as three - to make sure that their toy is the one that children want to have. "The Real Toy Story" is essential reading for the millions of adults who care about the toys they choose for the children in their lives.

Product Details

• Amazon Sales Rank: #116187 in Books
• Published on: 2007-04-02
• Original language: English
• Binding: Paperback
• 336 pages

From the Back Cover
·Each Christmas British children unwrap £2 billion worth of toys ·Every year the must-have item becomes more expensive and more elaborate ·The toy business is a global industry worth over $30 billion ·Eighty per cent of toys are made in China, for as little as 40p each (retailing for an average £24.99) ·Exactly how are toys sold to our children?

Investigative journalist Eric Clark interviewed over 200 industry insiders from lone inventors to heads of multinational companies. He exposes corporations spending billions of pounds on research and marketing to manipulate their small customers, unashamedly using sex and violence to sell dolls and action figures to children as young as three. Their latest target? Newborns.

How do toys go from prototype to playroom? What’s the real story behind the success of Barbie (there are more Barbie dolls in America than people), the Beanie Babies and the latest Elmo? In a world where the biggest distributor of toys is not a store chain, but McDonald’s, the toy business is anything but child’s play.

Sometimes shocking, always revelatory, The Real Toy Story will change the way that parents shop for toys. Essential reading for all adults who care how consumerism affects the children they love.

About the Author
Eric Clark is a former investigative reporter for the Observer and the Guardian. He lives in London.

Customer Reviews

Expert exploration of the toy world
This is almost a fun book. It goes into the magic behind all the toys you've enjoyed personally or given to your kids or grandchildren. And, it will intrigue anybody who's ever wrangled with a Rubik's Cube, hugged a Gund Bear or become rich speculating in Mattel shares way back when Barbie was a girl. But, after the fun part, the book hits you in the gut. There's a nasty side to the toy business and author Eric Clark lays it out clearly as he describes child laborers who make toys in Third World sweat shops, particularly in China and Mexico. We recommend this book to anyone who buys toys for children, or to those who want to know about child labor and address its abuses. With its illuminating examination of invention, manufacture and retailing in the toy industry, this is a valuable resource.

Disturbing reading
'The Real Toy Story' explores the ruthlessness and manipulation which exists in the modern day toy industry, whether this manifests itself in the marketing/ advertising aimed at under-threes to create 'later brand loyalty', the production of toys in sweat shops in China or the monopoly that Hasbro appears to have over the industry (pardon the pun!)

This is an interesting, and quite disturbing read. There were a few lighter moments and I was interested in the origins of games and toys such as Silly Putty, Trivial Pursuit and the huge success, 'Tickle-me Elmo.' The chapter about Barbie vs. Bratz was also an eye-opener.

Some parts of this book interested me more than others, the chapter on the annual New York Toy Fair was quite interesting but nowhere near as good as the chapters about how toys are produced and how marketing executives are gathering information about today's 'tweens'.

If you enjoyed what 'Fast Food Nation' told us about fast food, you'll enjoy what 'The Real Toy Story' has to say about toys.

Disturbing.