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'An important book for those desiring an overview of the toy industry's impact on consumer culture... [it+ presents a fair and well-balanced view of the industry.' --Kathleen M. Carson, associate editor, Playthings

Acknowledgments	p. xi
Introduction	p. 1
Children's Desires/Mothers' Dilemmas the Social Contexts of Consumption	p. 7
Buying Happiness, Buying Success Toy Advertising to Parents	p. 51
The Real Power of Commercials Questioning the Terms of Debate	p. 96
Utopia or Discrimination? Commercials for Kids	p. 115
Toy-Based Videos For Girls My Little Pony	p. 145
Action Tv for Boys Slimer and the Real Ghostbusters	p. 172
Toys ""R"" Us Marketing to Children and Parents	p. 193
Conclusion	p. 227
Notes	p. 235
Index	p. 249
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