The He-Man Effect: How American Toymakers Sold You Your Childhood

Gr 9 Up–Eisner Award–winning author Brown (Tetris: The Games People Play) tells the true story of how toy marketing became psychological manipulation. The 10-chapter graphic novel begins with the history of propaganda, from Julius Caesar to 1917 when Edward Bernays started to become instrumental in the combining of psychology and marketing. The story then moves chronologically to Disney’s ability to merchandise every aspect of Mickey Mouse into toys for children, and how they connected emotions with physical objects for purchase. Chapters on Star Wars merchandising and Ronald Reagan’s reduction of government oversight follow before the book gets to He-Man and the set of toys, like G.I. Joe and Transformers, that became after school television shows allowing toy companies to market and produce their products limitlessly. Brown’s thoroughly researched book concludes with 1980s television and toy marketing being reimagined and resold presently by major companies who are using the powerful concept of nostalgia in adults.