I heard this in the morning on NPR and found it rather interesting. Thought I would share.
On October 3, 1955, the Mickey Mouse Club debuted on television. As we all now know, the show quickly became a cultural icon, one of those phenomena that helped define an era.
What is less remembered but equally, if not more, important, is that another transformative cultural event happened that day: The Mattel toy company began advertising a gun called the "Thunder Burp."
I know — who's ever heard of the Thunder Burp?
Well, no one.
The reason the advertisement is significant is because it marked the first time that any toy company had attempted to peddle merchandise on television outside of the Christmas season. Until 1955, ad budgets at toy companies were minuscule, so the only time they could afford to hawk their wares on TV was during Christmas. But then came Mattel and the Thunder Burp, which, according to Howard Chudacoff, a cultural historian at Brown University, was a kind of historical watershed. Almost overnight, children's play became focused, as never before, on things — the toys themselves.
"It's interesting to me that when we talk about play today, the first thing that comes to mind are toys," says Chudacoff. "Whereas when I would think of play in the 19th century, I would think of activity rather than an object."
Chudacoff's recently published history of child's play argues that for most of human history what children did when they played was roam in packs large or small, more or less unsupervised, and engage in freewheeling imaginative play. They were pirates and princesses, aristocrats and action heroes. Basically, says Chudacoff, they spent most of their time doing what looked like nothing much at all.
"They improvised play, whether it was in the outdoors… or whether it was on a street corner or somebody's back yard," Chudacoff says. "They improvised their own play; they regulated their play; they made up their own rules."
But during the second half of the 20th century, Chudacoff argues, play changed radically. Instead of spending their time in autonomous shifting make-believe, children were supplied with ever more specific toys for play and predetermined scripts. Essentially, instead of playing pirate with a tree branch they played Star Wars with a toy light saber. Chudacoff calls this the commercialization and co-optation of child's play — a trend which begins to shrink the size of children's imaginative space.
But commercialization isn't the only reason imagination comes under siege. In the second half of the 20th century, Chudacoff says, parents became increasingly concerned about safety, and were driven to create play environments that were secure and could not be penetrated by threats of the outside world. Karate classes, gymnastics, summer camps — these create safe environments for children, Chudacoff says. And they also do something more: for middle-class parents increasingly worried about achievement, they offer to enrich a child's mind.