Historians are very familiar with the idea of the printing press as an agent of change ever since Elizabeth L. Eisenstein's excellent and pivotal works (The printing press as an agent of change : communications and cultural transformations in early-modern Europe (1979) and The printing revolution in early modern Europe (1983)). The printing press spread ideas and values broadly and rapidly among peoples and across continents. The significance of the printing press is unquestionable.
Printed matters as an important form of material culture easily draw the attention of scholars from various disciplines. However, the roles of other dimensions of material cultures as subtle and negligible as toys in everyday life have been considered less relevant in shaping ideas and values. If the literary marketplace has been one of the most popular areas of interests, how toys were marketed to children and their parents?
If the modern presses shaped the views of the public, how toys were marketed as a means of social control when addressing social issues? If printed matters consolidate conventional ideas and values about gender and profession, how toys as an important aspect of formative learning process shaped the ideas and values, however new or old, of the kids? In a way, are toys one of the most conservative agents which rarely challenge stereotypes of gender and profession?
If the modern presses shaped the views of the public, how toys were marketed as a means of social control when addressing social issues? If printed matters consolidate conventional ideas and values about gender and profession, how toys as an important aspect of formative learning process shaped the ideas and values, however new or old, of the kids? In a way, are toys one of the most conservative agents which rarely challenge stereotypes of gender and profession?
Using the case of the giant department store Sears in the U.S., Wesley A. Asherbranner's dissertation "Toys as an agent of change: a historicalsurvey of the Sears Christmas Wish Book, 1940-2000" (unpublished M.A. dissertation, University of Regina, 2003) tells us the answers.
Toys reinforce a form of socialization that disciplines children into appropriate gender roles. This research proceeds via historical observation of how each individual period assigned toys selections along gender and coincidentally, racially identifiable lines.
Consequently, the thesis addresses a number of questions, namely, do the choices of toys vary by generations and what role did the marketers have on how toys were marketed through the catalogues. If toy selections are based along gender roles, how is this strategy manifested within the catalogues?
Finally,what social changes affected which toys were marketed and did they change from year to year, decade to decade? In other words, to what degree did the toy companies and/or the toy marketers lead or follow these social changes?
Consequently, the thesis addresses a number of questions, namely, do the choices of toys vary by generations and what role did the marketers have on how toys were marketed through the catalogues. If toy selections are based along gender roles, how is this strategy manifested within the catalogues?
Finally,what social changes affected which toys were marketed and did they change from year to year, decade to decade? In other words, to what degree did the toy companies and/or the toy marketers lead or follow these social changes?
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