This will, in all likelihood, be the most important book published this year.
Susan Gregory Thomas uncovers and exposes a threat to every child, and the adult that child is to become, that most of us are only vaguely aware of: the unbelievably extensive corporate attempt--clearly successful--to turn our children into unthinking consumers motivated only by status.
Thomas is tenacious in her demonstration of the lengths to which companies go in order to turn our sons and daughters into automatons substituting an addictive desire for the next "must-have" item for the development of imagination and learning.
Most of us were aware that advertising aimed at children was unwholesome, but Thomas shows the myriad ways in which such advertising is merely the tip of the iceberg.
Here it is possible present only a small sample of the lines of attack used not merely by mega-corporations, but also by "parent-friendly" companies. Their armamentarium includes manipulation by findings of academic psychologists, neurological investigation, licensing ploys that limit choice and raise price, collusion by education organizations and revered operations like Sesame Street and Baby Einstein...the list goes on and on. This one book makes the reader a virtual expert on the subject and an able opponent against those who would brainwash your children. (Thomas shies away from the term, but it is impossible not to see the practices she exposes in such terms.)
The importance of this book, and its potential to improve our children's lives, is huge. It is not going too far to say that Susan Gregory Thomas is the Rachel Carlson challenging the practices she describes. Buy, Buy Baby is compulsively readable and spellbindingly interesting, but these are the least of its virtues. If you have kids, or worry about what kids face today, this book is for you
Steven Goldberg
Chairman (Retired)
Department of Sociology
City College, City University of New York
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Not what I expected...
THere's a lot to mull over in this book, and not a quick, easy read. It gives the run down on different toys, companies, their ploys to market to parents and children, esp "learning" based toys. I didn't really get a special Ah-ha! moment or find any considerable scandals like I was expecting to get out of this book. I bought this since I felt overwhelmed by all the commercialism there is for parents and new babies, esp now buying CHristmas toys for my first baby. I try to hold back and offer my child simpler, basic toys and steer clear of too many flashy, battery-operated toys with lights, music, and "bells and whistles" so to speak.The book was informative but not enough to sway me from avoiding major companies and their toys. I think parents just need to be choosy and wise when selecting toys that offer the best for their child - find the right balance.One thing I'll take away from it is the importance of "imaginary play" for children to develop a since of imagination and not just be glued to a toy that sings and dances for them constantly...a-hem, Elmo! When I was a kid we played in the backyard and used acorns, leaves, and sticks to play "kitchen". And this was back in the 80's. I think it's important for kids to develop that since of creativity and imagination that "learning" toys don't always offer them. Remember, just because a toy says "learning" on it doesn't means it really IS.
Top reviews from other countries
A. P
Everyone (not just parents) should read this book!
Reviewed in the United Kingdom on February 10, 2011