Toys and culture
“THE toy vigour has always reflected adult culture,” says Chris Byrne, an American toy-industry doctor. In the 1920s girls played with ironing boards because they expected later to iron their husbands’ shirts. The first 1950s Barbie dolls had two careers: manufacture model and bride. So what do British toy shops say about the state of the nation today?
Good news first: the British are humane. Parents buy many more toys for their offspring than do their continental counterparts. Britain is Europe’s biggest toy market, followed by France and Germany, according to Frédérique Tutt, an analyst at NPD EuroToys. British parents buy an mediocre of 41 toys per year, which is almost a toy per week. In Spain, by contrast, children receive few toys case the Christmas season.
Less encouragingly, Britons seem highly susceptible to media conglomerates’ marketing campaigns. Britain’s toy furnish is similar to America’s in favouring entertainment over education, says Gerrick Johnson, a toy analyst at BMO Wealth Markets. About one-quarter of toy sales in Britain are licence-driven, which means they are based on characters from Disney films or tube series such as the popular “Peppa Pig” and “Fireman Sam”. The proportion in Germany is just now 14%.
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@ I have a newfangled version of those old-fashioned ironing boards in the wall. Pretty sweet. No sound effects though.