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“THAT” toy
Jun. 16th, 2011 12:52 pmThink back for a moment to the glory days of childhood. Long before the frustrations of being pulled over for not using a turn signal, accumulating bills, and the never-ending question of what to make for dinner; life held a far more focused fixation – I WANT THAT TOY!
It seems like just yesterday, I found myself plopped down in the corner of the dining room in a focused pursuit, flipping past huge, boring chunks of the Sears Catalog (remember that, Kittens?). Skipping past all of those dull and meaningless clothes, appliances and tools, my child’s mind fantasized about what Santa might bring me this year if I was an extra, extra, extra good, good, good little boy. Yawning with fatigue (for indeed, it was nearly naptime), I began to strike gold as I found the section containing things like kiddy-pools, and swing sets. “Oh look!” I thought to myself. “This one has a built-in slide! Oh, but the one over here has a hobby-horse! Oh, but wait… that one has a two-person swing! Oh, oh, oh, decisions!”
As I continued to flip through the pages, eventually more pay-dirt would make itself known as I found the very vibrant and colorful section showing kids playing with all the latest and greatest toys. TOYYYYYYYYYYYSSSS!!!!!! Awkward social introvert that I was, I really didn’t need to be entertained much as a kid as long as I had toys. And spoiled-brat little boy that I was, toys I had. I had Adventure People. I had Micronauts. I had Weebles. I had puppets. The basic things really didn’t impress me much. Cars and trucks and blocks and such bored me to tears. There was no adventure with such everyday and blasé’ items. Gimme a spaceship, or a robot, or a superhero action figure (no, not “doll” thank you very much - ACTION FIGURE!)
I can only imagine what the market must be like for toys in the U.S. of A. Each year, marketers make a huge fortune turning that otherwise dull and superficial bit of molded plastic into “the thing that MUST be had!” Seriously – Cabbage Patch Kids? Pet rocks? Beanie Babies? Keychains that simulate a living creature? Why, oh why oh why? Marketing!
Over the years, I too fell prey to “the thing that MUST be had!” Oh sure, there were some things that fell into the category of “would be NICE to have”. But over the years, I fell under the trance of marketing and subscribed fully to the belief that I simply HAD to have certain power-toys. At a time, I had to have Sesame Street finger puppets. After all, what kind of Sesame Street fan DOESN’T?! Then there were all of the Star Trek Action Figures (Again, don’t even THINK of calling them dolls!) along with the Starship Enterprise. And don’t even get me going on all of the Star Wars figures.
While the days of perusing the Sears catalog on a cold and dark winter’s day have faded into nostalgic memory, the idea of manufacturers making big bucks on the latest fad have not. Advertisers aren’t stupid. Their commercials, print ads, and social media may only have limited power over adults, but the real power comes in the face of a child who can shatter any sense of tranquility with a hissy fit, or light up the room with the exuberant enthusiasm of youthful excitement and pure, unblemished joy.
Think back. Delve deep into your own childhood memories. Do you recall “the thing that MUST be had”? What was it? And most importantly, did you get it?
It seems like just yesterday, I found myself plopped down in the corner of the dining room in a focused pursuit, flipping past huge, boring chunks of the Sears Catalog (remember that, Kittens?). Skipping past all of those dull and meaningless clothes, appliances and tools, my child’s mind fantasized about what Santa might bring me this year if I was an extra, extra, extra good, good, good little boy. Yawning with fatigue (for indeed, it was nearly naptime), I began to strike gold as I found the section containing things like kiddy-pools, and swing sets. “Oh look!” I thought to myself. “This one has a built-in slide! Oh, but the one over here has a hobby-horse! Oh, but wait… that one has a two-person swing! Oh, oh, oh, decisions!”
As I continued to flip through the pages, eventually more pay-dirt would make itself known as I found the very vibrant and colorful section showing kids playing with all the latest and greatest toys. TOYYYYYYYYYYYSSSS!!!!!! Awkward social introvert that I was, I really didn’t need to be entertained much as a kid as long as I had toys. And spoiled-brat little boy that I was, toys I had. I had Adventure People. I had Micronauts. I had Weebles. I had puppets. The basic things really didn’t impress me much. Cars and trucks and blocks and such bored me to tears. There was no adventure with such everyday and blasé’ items. Gimme a spaceship, or a robot, or a superhero action figure (no, not “doll” thank you very much - ACTION FIGURE!)
I can only imagine what the market must be like for toys in the U.S. of A. Each year, marketers make a huge fortune turning that otherwise dull and superficial bit of molded plastic into “the thing that MUST be had!” Seriously – Cabbage Patch Kids? Pet rocks? Beanie Babies? Keychains that simulate a living creature? Why, oh why oh why? Marketing!
Over the years, I too fell prey to “the thing that MUST be had!” Oh sure, there were some things that fell into the category of “would be NICE to have”. But over the years, I fell under the trance of marketing and subscribed fully to the belief that I simply HAD to have certain power-toys. At a time, I had to have Sesame Street finger puppets. After all, what kind of Sesame Street fan DOESN’T?! Then there were all of the Star Trek Action Figures (Again, don’t even THINK of calling them dolls!) along with the Starship Enterprise. And don’t even get me going on all of the Star Wars figures.
While the days of perusing the Sears catalog on a cold and dark winter’s day have faded into nostalgic memory, the idea of manufacturers making big bucks on the latest fad have not. Advertisers aren’t stupid. Their commercials, print ads, and social media may only have limited power over adults, but the real power comes in the face of a child who can shatter any sense of tranquility with a hissy fit, or light up the room with the exuberant enthusiasm of youthful excitement and pure, unblemished joy.
Think back. Delve deep into your own childhood memories. Do you recall “the thing that MUST be had”? What was it? And most importantly, did you get it?
