The Real Toy Story : Inside the Ruthless Battle for Britains Youngest Consumers

ISBN 10: 0552774065 / ISBN 13: 9780552774062
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Synopsis: 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 exposé is essential reading for everyone who cares about kids.

About the Author: Eric Clark, acclaimed investigative journalist formerly with the London Observer and the Guardian (Manchester), now specializes in marketing and advertising, on which he writes and lectures worldwide. The Want Makers, his major study of the advertising industry, was published in twenty countries. His nine other books include five novels. Father of three (and custodian of countless toys over the years), he lives in London with his wife, the author Marcelle Bernstein.

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Title: The Real Toy Story : Inside the Ruthless ...
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Eric Clark
Published by Black Swan 02/04/2007 (2007)
ISBN 10: 0552774065 ISBN 13: 9780552774062
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Book Description Black Swan 02/04/2007, 2007. Paperback. Book Condition: Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Bookseller Inventory # 2341-9780552774062

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Book Description Black Swan 02/04/2007, 2007. Book Condition: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Bookseller Inventory # 6545-9780552774062

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Book Description -. Paperback. Book Condition: Very Good. The Real Toy Story: Inside the Ruthless Battle for Britain's Youngest Consumers This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Bookseller Inventory # 7719-9780552774062

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Book Description -. Paperback. Book Condition: Good. The Real Toy Story: Inside the Ruthless Battle for Britain's Youngest Consumers This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Bookseller Inventory # 9053-9780552774062

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