According to reporter Thomas, modern marketers believe that "the moment a baby can see clearly, she becomes a consumer." Indeed, as investigative journalist Thomas discovered, some marketers start earlier, with an array of fetal "education" gimmicks designed to broadcast music and vocabulary to the mother's womb. Thomas interviewed a wide range of child development experts, product developers, marketing consultants and educators to write this well-researched exposé of the brave new world of American babies. Parents no longer believe that unstructured, baby-directed play and exploration is a valid use of baby's time. Parents buy videos and toys marketed as tools so that baby's every free moment can be a learning opportunity, even if there's no evidence that babies learn anything from these products. The phenomenon of KGOY—kids getting older younger—has passed from tweens down to toddlers and lap babies. Younger and younger children are watching more and more television and videos, she argues, and identifying with more "licensed character" products. Some of the problem lies with today's Gen-X parents, says Thomas, who's one herself. Having grown up with latchkeys and divorced parents, with only television for comfort, they want to give their own children everything—and marketers know how to play to their insecurities. Thomas ends with Pooh's plea for "Doing Nothing"—an idea many parents may be relieved to embrace. (May)
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Like NurtureShock, this book says plainly what Early Childhood Educators have been trying to say for years. Read morePublished on May 25, 2012 by Mary Lavers (in Canada)
"Buy Buy Baby" reminded me very much of some other books I have read on the topics of consumer marketing to children (Consuming Kids: Protecting Our Children from the Onslaught of... Read morePublished on May 8, 2012 by CrimsonGirl
This book was so awful, judgmental, and contradictory, it's hard to know where to begin with a review. Let me just give you a few examples.
1. Read more
This book, while well-meaning, does seem likely to cause a lot of thoughtful parents to become hysterical about the dangers of marketing. Read morePublished on January 1, 2012 by M. Godon
I recommend this book to anyone who is already convinced that the practice of marketing children's products is bad and want sensational accounts to support their opinion. Read morePublished on March 21, 2011 by A Dukes
"Buy, Buy Baby" is perhaps the best, most thoroughly documented, footnoted and researched book on infant marketing today. Read morePublished on January 17, 2010 by Amazon Customer
Susan Gregory Thomas's Buy Buy Baby tells of the brave new world of the infant industrial complex: the final frontier of creating brand-loyal consumers from cradle to grave. Read morePublished on February 16, 2009 by Megan
Marketers market at children. Advertisers use and target children. Makers of toys, cartoon shows, and more know that children are a lucrative market. Read morePublished on January 4, 2009 by Abhinav Agarwal