A Toy Tale!
-Written by Megan Sharp
Remember that Tamagotchi that you
would make your parents keep alive while you were at school? Or perhaps you experienced
the technology boom of the 2000s which made you desire an Xbox 360 or the
Nintendo Wii? Whatever toy you had as a child, you grew an unhealthy attachment
with it and still probably look for a replacement that would come even slightly
close. I mean, NintenDogs for iPhones please?
Nonetheless, the creation of toys can
often say a lot about the society surrounding them and toys produced
thoughtlessly years ago would now be seen as unacceptable. Toys also hold the
ability to influence the person interacting with it, and this was no exception
for the sixties.
The sixties is a period renowned for the ‘Space Race’, in which the Soviet Union and America fought for sovereignty in spaceflight proficiency.
1969 saw America land the first man on the moon, consequently ending the Space Race, but this was a major event which dominated much of American culture. As a result, dozens of toys were produced in relation to space, including telescopes. Who didn’t want to become an astronaut! Below is an advertisement for the ‘6-inch RV-6 Dynascope’, which sold more than any other scope of its time, and serves as evidence as to space popularity.
‘’Growing up in the '60s and early '70s, with the space flight and the Apollo program, I always loved planes. I always loved rockets and I always loved space travel’’- Stewart O’Nan
The establishment of telly and advertisement helped the toy industry excel, just look at the entertaining ‘Swing Wing’ advertisement below! Health and safety is something relatively fresh in comparison to the sixties, as the Swing Wing demonstrates. I mean, it is literally a Hula Hoop for your head, whiplash at all, no?
If you fancy a laugh, watch the full advertisement here! -
This was also a time in which the world was rocked by war, something felt especially in America. The Second World War, the Vietnam War and the Cold War were all both relevant and fresh, as were the attempts to boost patriotism. This could be one reason as to why the action figure G.I Joe, shown below, was produced. Every boy in the US wanted to have the American soldier and to be part of the army! Ah indoctrination at its finest!
Photo; (Original G.I Joe Action Figure, 2017)
The civil rights movement often defines the sixties, so whilst we look at toys that made it into production, it’s also important to note the backlash that some companies experienced, for example the ‘Golliwogg’. The character is based on an 1895 book titled The Adventures of Two Dutch Dolls by Florence Kate Upton and criticism began to accelerate in the sixties. It was one of the most in-demand toys second only to the teddy bear, and many believe it serves as an image of racial insensitivity. Controversy continues to surround the toy as some argue in its favour, but the backlash has meant that the toy is now rightfully off the shelves in most places.
Additionally, there were many ‘Cowboys v Indians’ role playing games made as shown in the picture here. These were intensely frowned upon by the Native Americans who were removed from their reservations by the US government throughout the twentieth century, fabricating stereotypes surrounding the natives.
The sixties gave us some laughs. But it also highlighted ethical problems surrounding toys, enabling necessary changes to take place. Thanks sixties!
Photo; (1960s Cowboys and Indians Adventure Sets, 2017)
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