The Real Toy Story

The Real Toy Story : Inside the Ruthless Battle for Britain's Youngest Consumers

3.53 (78 ratings by Goodreads)
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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.show more

Product details

  • Paperback | 336 pages
  • 128 x 194 x 26mm | 199.58g
  • Transworld Publishers Ltd
  • Black Swan
  • London, United Kingdom
  • English
  • 0552774065
  • 9780552774062
  • 1,072,202

About Eric Clark

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

Review quote

"A fascinating expose of the $20 billion- a-year toy industry, in which...executives jockey for market share with alarming bloodthirstiness."-- Atlantic Monthlyshow more

Back cover copy

·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.show more

Rating details

78 ratings
3.53 out of 5 stars
5 15% (12)
4 38% (30)
3 35% (27)
2 8% (6)
1 4% (3)
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