Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Make Them (Paperback)

by G. Wayne Miller (Author)

Editorial Reviews

Amazon.com Review
Although it may seem to outsiders like a playful pursuit, manufacturing and marketing toys is not all fun and games. Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Make Them, by journalist and novelist G. Wayne Miller, reveals the realities of the business and the people behind it. By focusing on Fortune 500 toymaker Hasbro and the Hassenfeld family, which has guided the company since its founding some nine decades ago, Miller offers a rare insider look at this unique industry. --This text refers to an out of print or unavailable edition of this title.

From Library Journal
Miller (Coming of Age, Random, 1995), a writer for the Providence Journal-Bulletin, is given a similar opportunity to that of Mary Walton, who spent several years with Ford obtaining the information for Car (LJ 6/15/97). Miller spent five years behind the scenes at the Hasbro Toy Corporation in Pawtucket, Rhode Island, and, like Walton, provides a detailed view of the industry. He describes how movies, television, and comic books influence the development of new toys such as Star Wars Action Figures and the ever popular G.I. Joe. Mergers with Milton Bradley and Kenner Toys as well as an unfriendly takeover bid from Mattel are detailed, and biographies of key individuals provide insight into the creativity and drive needed to be successful in this business. A fast-paced, well-developed, suspenseful narrative that will appeal to marketing enthusiasts, business students, and general readers nostalgic for their old toys.?Steven J. Mayover, Free Lib. of Philadelphia
Copyright 1998 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 368 pages
• Publisher: Adams Media Corp (January 1999)
• Language: English
• ISBN-10: 158062104X
• ISBN-13: 978-1580621045
• Product Dimensions: 8.8 x 5.8 x 1 inches
• Shipping Weight: 13.6 ounces
• Average Customer Review: 3.8 out of 5 stars See all reviews (16 customer reviews)
• Amazon.com Sales Rank: #547,568 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

4.0 out of 5 stars Toy Industry is changing, March 18, 2000

By	Sheila Wegenka (springfield, Mo) - See all my reviews

Unbelievable how a group of businessmen have changed the way kids pretend play. The process of decision making in this industry is so elementary but yet so critical in shaping our childrens memories, desires, passions, and shaping their past time. This book brought me into a world that I no longer think is just fun and games. I like that Miller gives a broad insight to the industry. At first I felt the personalities of the key players wre being told in too much detail. Now I see that it is these personalities that rule and are changing play time forever. A great book for parents and educators. I do not feel there are many business lessons to learn here as I have seen in other profiles. I completed the book with a true feel for this important industry and that was my goal. Mostly Miller writes a story about Hasbro, family and product ups and downs.

3 of 3 people found the following review helpful:

4.0 out of 5 stars Toy Story, July 21, 2002

By	Anuradha "anuradhachugh50" (Hialeah, Florida United States) - See all my reviews

This review is from: Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies that Make Them (Hardcover)

A well written book that makes for very interesting reading. It is the story of Hasbro and the events that unfold around it. Since the author had a good access to the Hasbro team, he has been able to write up about Hasbro executives in great detail. Competitiors, esp. Mattel get seen through Hasbro eye's and hence maybe make for a one sided perspective.
The book talks well about how toy brands have evolved from simple objects to complex products involving Hollywood, comics, cereals, mega blitz promotions and the like. It offers a good understanding of how the toy business is not a childs play any longer.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Timely and fascinating, October 20, 1999

By A Customer

Now that hasbro and mattel are in the news again, Toy Wars is especially timely. Going behind the scenes, Miller explains the background leading up to today's problems in the toy industry. But the book reads like a true adventure story, with people as interestign as the toys! Highly recommended for anyone with an interest in business -- or toys.