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The Real Toy Story: Inside the Ruthless Battle for America's Youngest
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.
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.
272 pages, Paperback
First published January 9, 2007
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Displaying 1 - 17 of 17 reviews
September 18, 2013
SUITABLE FOR AGES 13 TO 18
Reading through Eric Clark's "The Real Toy Story" one can't help wondering if whatever statutes refer to making false claims about a product apply to books? Sub-titled "Inside the ruthless battle for Britain's youngest consumers" almost the entire focus of the book is on the American experience. As an investigative journalist perhaps Clark should be investigating himself?
The book itself doesn't live up to its billing even with regard to the American scene. Much of the earlier part of the book is a history of the toy and game industry, fill of fascinating but ultimately trivial facts (including the story of trivial pursuit), with only tangential nods towards the ostensible purpose of the book. A number of the later chapters deal with the more substantial issues of how toys are marketed to children, the use of children as leverage into their parents pockets, the conditions of those who manufacture the toys abroad, the sexualisation of children (in particular girls), and the marketing of violent toys (in particular for boys). None of these chapters deals with the issues with any great depth.
In comparison with other writers who have looked at these issues in relation to fast food (Eric Schlosser's "Fast Food Nation: What the All-American Meal is Doing to the World"), or Naomi Klein's seminal "No Logo" this book appears weak and flimsy, and has more than a whiff of bandwagon jumper about it. As a text that would be ideal for a young adult, or older child, it probably has far more going for it.
Reading through Eric Clark's "The Real Toy Story" one can't help wondering if whatever statutes refer to making false claims about a product apply to books? Sub-titled "Inside the ruthless battle for Britain's youngest consumers" almost the entire focus of the book is on the American experience. As an investigative journalist perhaps Clark should be investigating himself?
The book itself doesn't live up to its billing even with regard to the American scene. Much of the earlier part of the book is a history of the toy and game industry, fill of fascinating but ultimately trivial facts (including the story of trivial pursuit), with only tangential nods towards the ostensible purpose of the book. A number of the later chapters deal with the more substantial issues of how toys are marketed to children, the use of children as leverage into their parents pockets, the conditions of those who manufacture the toys abroad, the sexualisation of children (in particular girls), and the marketing of violent toys (in particular for boys). None of these chapters deals with the issues with any great depth.
In comparison with other writers who have looked at these issues in relation to fast food (Eric Schlosser's "Fast Food Nation: What the All-American Meal is Doing to the World"), or Naomi Klein's seminal "No Logo" this book appears weak and flimsy, and has more than a whiff of bandwagon jumper about it. As a text that would be ideal for a young adult, or older child, it probably has far more going for it.
January 18, 2009
The writing and research are good, and the book is not uninteresting; but I stopped reading because the workings of the toy industry didn't seem novel enough to spend so much time on.
The fact that the toy industry is - gasp! - driven by lust for profits, of all things! - just didn't seem like news to me. So toy execs fear disappointing shareholders more than not serving the optimal intellectual development of little minds - not so shocking.
And the toy business isn't the only one that relies more on generic marketing and research on what sells than on the true "toy guys'" love of their unique and noble products. Granted, this has more shock value when reading about the toy industry because it's uncomfortable to think of vulnerable little kids being manipulated for profits. But still, it doesn't seem like NEWS to me; it's an old story in the food industry, too.
The fun in this book is learning the stories behind iconic toys such as Lincoln Logs, Silly Putty, Slinky and Tickle Me Elmo. It's worth skimming through the book to read the toy trivia.
The fact that the toy industry is - gasp! - driven by lust for profits, of all things! - just didn't seem like news to me. So toy execs fear disappointing shareholders more than not serving the optimal intellectual development of little minds - not so shocking.
And the toy business isn't the only one that relies more on generic marketing and research on what sells than on the true "toy guys'" love of their unique and noble products. Granted, this has more shock value when reading about the toy industry because it's uncomfortable to think of vulnerable little kids being manipulated for profits. But still, it doesn't seem like NEWS to me; it's an old story in the food industry, too.
The fun in this book is learning the stories behind iconic toys such as Lincoln Logs, Silly Putty, Slinky and Tickle Me Elmo. It's worth skimming through the book to read the toy trivia.
April 3, 2018
A very fascinating look into a market I had not really thought about in a while. Yes, I have considered buying a few nostalgic items with my big-boy money, but I had not ever considered the inner-workings of what is a deeply ruthless market. I very much enjoyed the book, but the truth it presents is really a damper on my rating of it. Honestly, I would want a sequel/updated version of this considering Toys R Us is circling the drain.
August 20, 2017
Though the information was troublesome - or maybe because of that very fact - this is an interesting and important read for anyone who purchases toys with any regularity. Fascinating and at times somewhat frightening.
April 4, 2019
Esperaba algo mas por el titulo pero no fue tan malo, aprendí cosas que no imaginaba, no estaba tan mal...
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March 7, 2023Review from the March 2008 issue of the Socialist Standard:
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December 6, 2015
Part history primer, part exposé, The Real Toy Story is a literary roller-coaster ride. Author Eric Clark, a former investigative journalist in the UK, offers up a robust, hard-hitting look at the toy industry circa 2007. While some of his anecdotes are a dated now that changes that have occurred since the book was published, Clark’s overarching descriptions of advertising tactics, labour practices, retail realities, and product development lifecycles remain relevant today.
Each stand-alone chapter focuses on a key aspect of the toy industry. As each chapter’s narrative unfolds, Clark effectively illustrates an underlying dichotomy: the fun, play-oriented, child-focused wonderment of toy products versus the cut-throat competitive, litigious, and bottom-line focused industry that produces them. Many of the chapters quite fittingly use war analogies as part of their titles.
Barbie Goes to War: Battle of the Dolls recounts the development and rise to dominance of the doll brand for Mattel amidst an onslaught of competition, such as the line of Bratz dolls from (at the time) up-and-comer MGA Entertainment. War of the Aisles: The Retail Battleground highlights the power and influence that big-box retail stores, like Wal-Mart, have on the toy industry, as well as the price-cutting tactics used to drive out the competition. The book’s final chapter, Santa’s Sweatshop, presents a bleak look into the deplorable labour conditions in China’s Pearl River Delta, the epicenter of outsourced toy production.
The book is not all doom-and-gloom, however. Along with these hard-hitting anecdotes, the author also weaves in positive vibes, too, including the success stories of solo toy inventors, an independent toy store that has persevered and flourished among the big boxes, a profile of a nostalgic industry veteran, and other stories.
The Real Toy Story was three years in the making and draws upon more than 200 interviews for content. For anyone interested in a well-researched book on what goes on behind the scenes to stock the shelves at your favorite toy store, it is worth checking out.
Each stand-alone chapter focuses on a key aspect of the toy industry. As each chapter’s narrative unfolds, Clark effectively illustrates an underlying dichotomy: the fun, play-oriented, child-focused wonderment of toy products versus the cut-throat competitive, litigious, and bottom-line focused industry that produces them. Many of the chapters quite fittingly use war analogies as part of their titles.
Barbie Goes to War: Battle of the Dolls recounts the development and rise to dominance of the doll brand for Mattel amidst an onslaught of competition, such as the line of Bratz dolls from (at the time) up-and-comer MGA Entertainment. War of the Aisles: The Retail Battleground highlights the power and influence that big-box retail stores, like Wal-Mart, have on the toy industry, as well as the price-cutting tactics used to drive out the competition. The book’s final chapter, Santa’s Sweatshop, presents a bleak look into the deplorable labour conditions in China’s Pearl River Delta, the epicenter of outsourced toy production.
The book is not all doom-and-gloom, however. Along with these hard-hitting anecdotes, the author also weaves in positive vibes, too, including the success stories of solo toy inventors, an independent toy store that has persevered and flourished among the big boxes, a profile of a nostalgic industry veteran, and other stories.
The Real Toy Story was three years in the making and draws upon more than 200 interviews for content. For anyone interested in a well-researched book on what goes on behind the scenes to stock the shelves at your favorite toy store, it is worth checking out.
September 24, 2025
A look at what was once a cottage industry selling toys to children, and how it transformed over the 20th century, into a billion dollar business. Divided into various aspects of the business from the yearly toy fair where toy inventors can show their latest toy inventions in the hope of getting to be the latest 'hot toy' through to interviews with the people who work in the Chinese sweatshops that produce the toys for the US companies, as cheaply as possible.
This is a fascinating look at toys, and how the business of selling toys went from pure luck, and giving a toy or game the time to find an audience, to rooms where children are analysed to see which toy is going to appeal to children, and become the next big thing. There are little snippets of history of various toys and brands, and looks at how toys went from being sold mainly in toy shops, to being sold everywhere and how McDonalds became the biggest distributor of toys in the world.
It looks at the big sellers along with the small specialist toy stores, that sell the unique toys, that big box stores won't entertain. This edition was from 2007, I'd be interested to see how much the industry has changed in the time since then, given that Toys R Us has disappeared, in the time since publication.
Overall, an interesting look at what should be a joyous industry, but no longer is.
This is a fascinating look at toys, and how the business of selling toys went from pure luck, and giving a toy or game the time to find an audience, to rooms where children are analysed to see which toy is going to appeal to children, and become the next big thing. There are little snippets of history of various toys and brands, and looks at how toys went from being sold mainly in toy shops, to being sold everywhere and how McDonalds became the biggest distributor of toys in the world.
It looks at the big sellers along with the small specialist toy stores, that sell the unique toys, that big box stores won't entertain. This edition was from 2007, I'd be interested to see how much the industry has changed in the time since then, given that Toys R Us has disappeared, in the time since publication.
Overall, an interesting look at what should be a joyous industry, but no longer is.
June 5, 2012
The Real Toy Story tells the history of the toy industry along with the retail giants which have changed it over the years. From Toys R Us to Wal-Mart, this chronicles the rise, fall and subsequent revival of the toy industry.
It is, in parts, incredibly depressing to learn how money on research and development has been cut while companies try to repackage and reinvent tried and true games and toys. A game like Monopoly, for example, would never get past the front door of a toy manufacturer today, which may explain why the big companies are essentially putting out the same toys year after year.
But it wasn't all bad news - smaller toy stores are getting their second wind and some big names have helped along the way. When Beanie Babies were introduced, the owner refused to sell to large chains and would only distribute them through small, independent shops. Things like that give me hope for the human race. Reading it also inspired me to poke around looking for smaller outfits here in town and online and I've found plenty of independent outlets still thriving.
The Real Toy Story is a great read for anyone who is interested in toys, business or even simply the human condition. I'll never look t a Weeble quite the same way.
It is, in parts, incredibly depressing to learn how money on research and development has been cut while companies try to repackage and reinvent tried and true games and toys. A game like Monopoly, for example, would never get past the front door of a toy manufacturer today, which may explain why the big companies are essentially putting out the same toys year after year.
But it wasn't all bad news - smaller toy stores are getting their second wind and some big names have helped along the way. When Beanie Babies were introduced, the owner refused to sell to large chains and would only distribute them through small, independent shops. Things like that give me hope for the human race. Reading it also inspired me to poke around looking for smaller outfits here in town and online and I've found plenty of independent outlets still thriving.
The Real Toy Story is a great read for anyone who is interested in toys, business or even simply the human condition. I'll never look t a Weeble quite the same way.
September 10, 2007
A decent book on the American toy industry and the marketing machine that drives it. Contains a monstrously depressing chapter on the overseas sweatshops which produce a large amount of America's playthings.
May 14, 2007
This was pretty good, in the style of "Fast Food Nation" but not quite as well-written and not quite as hard-hitting. But still very well-worth the read. It exposes the complicated and deplorable relationships between American toy companies and marketers and Chinese manufacturers.
January 28, 2010
This book was fascinating as it sucked all the joy and wonder out of toys. Big Business is an ugly thing. One (of the many) bits of trivia that I think I'll always remember from this book is that Yahtzee was invented on a yacht. Who knew? Well...I didn't, until I read this book.
September 23, 2010
Fascinating insight to the toy industry, if not a bit unsettling. As a parent, I have a vested interest in my kids' toys and this book did give me pause regarding the psychological manipulation of children. Good food for thought.
August 9, 2016
A series of case studies on toy manufacturing that were illuminating - but you definitely wouldn't want to read in near Christmas when you need to buy lots of toys! Generally well written, thought out and appeared well researched
May 27, 2007
A look at the seedy underbelly of the toy industry, from R&D to marketing to manufacturing, backed up with a lot of anecdata and industry case studies.
Currently reading
November 19, 2009Wow, what a great book for parents who are in the midst of the toy frenzy. This book has definitely affected my shopping for Christmas this year (and years to come).
June 24, 2011
It was just okay...don't know what I expected...but a little disappointed.
Displaying 1 - 17 of 17 reviews