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The real toy story : inside the ruthless battle for America's youngest consumers / Eric Clark.

By: Clark, Eric, 1937-.
Publisher: New York : Free Press, c2007Description: xii, 259 p. ; 24 cm.ISBN: 0743247655 (hbk.); 9780743247658 (hbk.).Subject(s): Toy industry -- United StatesDDC classification: 338.4768872
Contents:
1. If it's February, it must be toy fair -- 2. The inventors -- 3. What Hasbro wants -- 4. Barbie goes to war : battle of the dolls -- 5. The (vicious) business of toys -- 6. War of the aisles : the retail battleground -- 7. Grabbing them young -- 8. Santa's sweatshop.
Summary: "The Real Toy Story tells the tales of 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."--BOOK JACKET.
Item type Current location Call number Copy number Status Notes Date due Barcode Remark
Main Collection TU External Storage-LCS
338.4768872 CLA (Browse shelf) 1 Available SLASx,05000,03,GR 1000516436 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1

Includes bibliographical references (p. 227-232) and index.

1. If it's February, it must be toy fair -- 2. The inventors -- 3. What Hasbro wants -- 4. Barbie goes to war : battle of the dolls -- 5. The (vicious) business of toys -- 6. War of the aisles : the retail battleground -- 7. Grabbing them young -- 8. Santa's sweatshop.

"The Real Toy Story tells the tales of 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."--BOOK JACKET.