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Political Toys: Perón's Gifts for Children, 1946-55

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Political Toys: Perón's Gifts for Children, 1946-55 Political Toys: Perón’s gifts for children, 1946-55 BENDESKY, Mora / MA / Royal College of Art / United Kingdom Argentina / Peronism / Children / Toys artifacts in the material culture of childhood, ‘represent a medium for symbolic communication between adults and children, and With the intention of attracting Argentinean children, the Peronist among children as they negotiate status and identity within their government gave away 36 million toys during its nine years in peer groups’ (Wilkie 2000: 106). Looking both at the objects given power. Looking both at the objects given away, and at the system away, and the system of distribution, the aim is to assess the of distribution, this paper makes a historical reconstruction of a political intentions carried on those objects as well as the reper- series of events that were instrumental for the creation of a Per- cussion they had on a generation of Argentinean children. Ramón onist mythology and the consequent gaining of political support. was surely pleased with the white wood plane he got from Perón, yet what was the impact of this object in his everyday life and his future political identity? 1. The only privileged ones One morning in December 1950, a postman knocked on the door In order to find out, this paper draws in oral testimonies from peo- of Ramón’s house in a remote provincial town in Argentina. Ramón, ple who received toys from Perón as well as people who worked six years old, lived with his seven brothers and his mother, an il- on their distribution.1 This original material, together with docu- literate factory worker. The postman gave Ramón a card illustrated ments, press articles and Peronist literature from the period, was with the faces of Perón and Evita, and explained that some days employed to historically reconstruct the distribution of toys, both later he would be able to exchange the card for a gift at the local from the perspective of the government, the giver, and the chil- post office, courtesy of theFundación Eva Perón. A few days later, dren, the receiver. Ramón ran to the post office and found a long queue of children waiting their turn, card in hand. Excited, he joined them. Fifty-eight years later, Ramón told me: 2. Every day is Christmas day Mundo Peronista (‘Peronist World’), a partisan magazine, once I got a plane made of wood. It was white, of some twenty inches of length (…) The national flag was painted on the wings, with a sun in stated that being a child in Perón’s Argentina was ‘like living in a the middle. It was my first toy ever. country where every day is Christmas.’2 As pompous as this state- ment sounds, the following story suggests that it was rather ac- The supply of material resources for the poor and underprivileged curate: was one of the mechanisms employed by the government of Juan One day in 1953, I was sat in the entrance of my house (…) when Domingo Perón (1946-1955) as part of its ambitious scheme of a truck full of bicycles stopped in the corner. Two men descended provision of social welfare and redistribution of wealth. The regime from the truck and started unloading bikes. A few minutes later, gave away an enormous amount of goods amongst the deprived dozens of children surrounded the truck: they just had to extend their hands to receive a brand new bicycle. population, including clothes, shoes, sewing machines and food. For the children, there were toys: dolls, tea sets, trains, bicycles, Even more theatrical was the distribution of toys that Evita used to footballs – a total of 36 million toys were given away in the nine carry out herself, traveling around the country on a train decorat- years that Perón was in power. ed with images of the leaders. With the intention to reach remote towns and isolated rural areas, the train passed slowly by each Children were of great importance to Perón. His emblematic slo- station so that Eva could hand in toys, clothes and other objects. gan, ‘In Perón’s Argentina, children are the only privileged ones’ Evita’s train soon became part of the Peronist mythology as this shows the significant place the youngest occupied within his pri- testimony shows: orities. The regime established a series of mechanisms for the at- One of my most precious memories is having seen her, beautiful traction and mobilisation of children, such as the politisation of the like an angel, smiling in the last carriage of a train that moved educational system, the organization of sport competitions, and slowly, and giving me a rag doll with a porcelain head (…) Many the production of children publications with a strong propagandis- times I thought it was not a memory but a dream or a hallucination. tic content. Although this political approach to the younger genera- tions has started to be examined by scholars, they have mostly The mystical connotations of this story are in tune with the image overlooked Perón’s giving of toys – it has always been considered that the regime devised for the Fundación Eva Perón (FEP), the a minor phenomenon in the wider scheme of the regime’s social institution in charge of the distribution of toys. The FEP, created assistance policies. by Perón in 1946 to provide social assistance to those outside This paper sets to examine the giving of toys as one of Perón’s key 1 Testimonies were gathered between 2007 and 2008. Most of them will remain mechanisms to appeal to children – as toys, the most significant anonymous. 2 Mundo Peronista, January 1952, Issue 13, Year 1, p.50. BENDESKY, Mora 2012. Political Toys: Perón’s gifts for children, 1946-55. In Farias, Priscila Lena; Calvera, Anna; Braga, Marcos da Costa & Schincariol, Zuleica (Eds.). Design frontiers: territories, concepts, technologies [=ICDHS 2012 - 8th Conference of the International Committee for Design History & Design Studies]. São Paulo: Blucher, 2012. ISBN 978-85-212-0692-7. DOI 10.5151/design-icdhs-032 Political Toys: Perón’s gifts for children, 1946-55 the scope of the welfare apparatus, was presented as a sort of children went to the post office to get a gift (…) they were all cheer- semi-magical institution capable of immediately solving the prob- ing Perón and Eva’.3 As Alberto remembers, ‘it was a social event’. lems of those in need – with Eva, called the ‘fairy of the poor’, as the leader of the organisation. Yet the toy distribution must be Yet it was more than that. By giving away toys at the post offices, examined as a carefully planned, ambitious affair – there was no Perón was mobilizing children out of their houses and into the magic there. public sphere, simultaneously and all around the nation, to par- ticipate in what can be considered a political rally for children. In Under Perón’s principle that there should not be a child without this way, the regime appropriated the religious celebration of the a Christmas gift in Argentina, the FEP put together a nation-wide Day of the Magi and progressively transformed it into a Peronist system by which all children would get a toy. To ensure physical tradition. By 1955 the Magi where virtually replaced, at least ac- presence in the entire territory, the Foundation employed the in- cording to the regime’s discourse: ‘This is the miracle of the an- frastructure and staff of the General Bureau of Mail and Telecom- cient saddlebags transformed into the trucks of the Fundación munications (DGCT) – the FEP would send toys to post offices, Eva Perón (…) Perón and Eva are the Magi of the New Argentina.’4 from where children would pick them up. The first distribution of toys took place in Christmas 1946 and it became an annual tra- The device of this event was crucial in the relationship that Perón dition that, growing in size every year, went on until 1955 when established with the Argentinean children. Mirroring the employ- Perón was removed from power. ment of rituals of communion between Perón and the people to regularly legitimate his leadership – such as the celebration of the Loyalty Day (Plotkin 2002) – the now public and politically 3. Displacing the Magi charged gift giving ritual of the Day of the Magi operated as the In 1940s Argentina, children used to receive their Christmas annual renovation of the bond between Perón and the children. gifts on the occasion of the Day of the Magi. Celebrated every 6th Toys were the materialization of that bond. of January, this Christian tradition commemorates the arrival of the Magi in Bethlehem, bringing presents for baby Jesus. Just like Christmas day of present times, the gift giving ritual on the 4. Peronist Toys Day of the Magi was a private, family affair that took place in the Sociologist Beatriz Sarlo has recalled her frustrating experience domestic realm. with the Peronist toys, as she was forbidden to accept them by her anti-Peronist parents. At that time, she remembers, she would Following this tradition, 6th of January was the day in which the have preferred to get one of the ‘splendid dolls’ that her friends regime’s toys were given away at the post offices. Waiting their got in the post office instead of the books, watercolour sets, or turn on the streets, children formed queues that, according to magic games she used to receive from her middle class, ‘full of Alberto, a post officer at the time, would sometimes last for the teachers’ family. Later on, Sarlo tells, she understood the toys she entire day (figure 1). One testimony have described the scenes: was given were ‘supported by an educational ideology that [her family] considered rational and progressive’ (Sarlo 2005).
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