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1 OBJECTS of AFFECTION: PRODUCING and CONSUMING TOYS and CHILDHOOD in CANADA, 1840-1989 by Braden P.L. Hutchinson, B.A. (Hons)

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1 OBJECTS of AFFECTION: PRODUCING and CONSUMING TOYS and CHILDHOOD in CANADA, 1840-1989 by Braden P.L. Hutchinson, B.A. (Hons) OBJECTS OF AFFECTION: PRODUCING AND CONSUMING TOYS AND CHILDHOOD IN CANADA, 1840-1989 By Braden P.L. Hutchinson, B.A. (Hons), B.Ed., M.A. A thesis submitted to the Graduate Program in History in conformity with the requirements for the Degree of Doctor of Philosophy Queen’s University Kingston, Ontario September 2013 Copyright © Braden P.L. Hutchinson 2013 1 ABSTRACT This thesis examines the significance of toy production, distribution, marketing and consumption to Canadian understandings of childhood. Drawing on Patrick J. Ryan’s concept of the discursive landscape of modern childhood and Daniel Thomas Cook’s commercial persona of the child consumer, it explores the effect of toy controversies on a number of social, political and economic issues between the arrival of manufactured toys in Canada in the mid-nineteenth century and the rise of postindustrial capitalism. The toy industry, the social sciences, consumer activists and the Canadian state all played a pivotal role in raising the social significance attached to toy consumption. In the end, debates about toys highlighted popular manifestations of complex political and social issues by placing children and their material culture at the symbolic centre of “adult” conflicts. ii ACKNOWLEDGEMENTS A number of people have helped along the way to get this thesis before a committee. First and foremost I must thank my thesis supervisor, Dr. Karen Dubinsky, for her enthusiasm for the project, her wise counsel and her support. I was incredibly fortunate to have the pleasure of working with such an accomplished and down to earth scholar, whose keen editorial eye and encouragement helped make this thesis possible. I want to thank Queen’s University, the Department of History, the Social Science and Humanities Research Council, the Ontario Secondary School Teacher Federation and the Ontario Graduate Scholarship Program for providing financial support for this thesis. I also want to thank Jeffrey McNairn and Kendall Garton: The former for his thoughtful feedback on chapters and the latter for her research at the Strong Museum of Play on my behalf. A big thanks to Scott de Groot, Jessica Camaert, Chris Mason, Erin Madzak, Andrew Bene and Reeju Ray for providing feedback and editorial guidance on numerous drafts and letting me bounce ideas off them. Without their friendship and their collective brilliance, this thesis would not only be much weaker, but my life would be much smaller. A thesis is not just a series of words on a page, but also the culmination of sometimes hard to justify personal and professional choices. In this vein, I want to dedicate this thesis to my wife Melissa Extross for her unwavering support and affection and my parents for giving me the space to follow my dreams. A honourable mention goes to the furriest member of my family, Maggie, who always knew just when I needed a distraction. iii TABLE OF CONTENTS Abstract ii Acknowledgements iii Table of Contents iv List of Figures vi Chapter One: Toys and Childhood in Canada and Abroad 1 a. Canadian Historiography and the Global History of Toys 5 b. Researching Toys, Children and Popular Culture 27 c. Structure of the Thesis 48 PART I – THE MODERN TOY IN VICTORIAN CANADA, 1840-1919 53 Chapter Two: "A Relic of Inestimable Worth[?]": Gender, Desire and Rise of the Toy Commodity in Victorian Canada 54 a. Making the Toy Commodity, Making the Toy Consumer 58 b. The Domestic Life of Toys 74 c. Early Concerns about Toys 87 Chapter Three: Toy Famine: Marginal Children, the Great War and the Rise of Canadian Toy Manufacturing 97 a. Philanthropy, Need and Working-class Children 99 b. Race, Ethnicity and Proper Playthings 110 c. German Toys and the First World War Toy Famine 118 PART II – TOYS IN TRANSITION, 1920-1959 142 Chapter Four: “Canadian Toys for Canadian People”: The Canadian Toy Business and Consuming Children 143 a. Expanding and Consolidating the Canadian Toy Industry 146 b. Toy Consumption and Its Discontents 168 c. Second-Hand Toys and Marginal Children 184 Chapter Five: “A Grave Psychological Undertaking:” Psychology, Toy Consumption and the Developing Child 199 a. Constructing the ‘Normal’ Child 203 b. Managing Consumption, Managing Play 215 c. Marketing, Psychology and the Educational Toy 238 PART III – THE RISE OF THE POSTMODERN TOY, 1960-1989 254 Chapter Six: From Consumables to Culture: Intellectual Property, Television iv Advertising and the Transformation of the Toy Industry, 1960-1989 255 a. From Consumer Industry to Culture Industry 262 b. Labour and the Decline of Toy Production 280 c. From Fads to Crazes 290 Chapter Seven: Objects of Scorn: Play Value, Safety and the Social Life of Toys 309 a. Testing for Play Value 312 b. Testing for Safety 324 c. Guns, Dolls and Political Children 333 Conclusion: After Toys? 362 Bibliography 379 v LIST OF FIGURES Figure 1.1 – The Friction Gunboat 4 Figure 1.2 – Ryan’s Landscape of Modern Childhood 44 Figure 2.1 – The Carnival of Toys - A Dream of Childhood 53 Figure 2.2 - Import of British Toys by Colony 59 Figure 2.3 - Import of Toys into British North America and the Dominion of Canada by Country of Manufacture 1840-1910 63 Figure 2.4 – Studio Photographs of Children 84 Figure 2.5 – The New Photographic Aesthetic 86 Figure 3.1 – Coin Bank 112 Figure 3.2 – Canadian Toy Market Share by Country of Import 119 Figure 3.3 – Percentage of Total Toy Imports by Country of Origin 126 Figure 4.1 – Scouts and Guides at Work 190 Figure 4.2 - Trooper L.R. Stoutenberg of The Fort Garry Horse painting toys for St. Nicholas Day. Doetinchem, Netherlands, 22 November 1945 194 Figure 6.1 – Average Hourly Wages in the Toy Industry, 1960-1984 283 Figure 6.2 – Gender Distribution in Canadian Toy Factories, 1962-1974 286 Figure 6.3 – Average Number of Manufacturing Employees per Firm, 1960-1984 288 Figure 7.1 – Anti-War Toy Campaign Poster 337 vi CHAPTER ONE Toys and Childhood in Canadian and International Perspectives December is the most fitting, or perhaps the most dreadful month to start writing about toys. They are seemingly everywhere. Window displays are bursting with the newest and trendiest commodities for the discerning child and parent. The aisles of Toys R’ Us are overflowing with action figures and character dolls. Other stores like Scholar’s Choice offer “educational” playthings for the niche market of predominantly middle and upper-class “helicopter parents,” convinced that the right toy will transform their child into the next Albert Einstein. In department stores, one can find a little of everything. Even the world weary anti-consumer, secluded away in their home, can’t escape the advertisements overflowing their inbox for early online Black Friday Sales or Boxing Week Blowouts. I am surrounded by an endless stream of invitations to browse, purchase and desire playthings. Perhaps it isn’t surprising that toy browsing has become an occupational hazard of my immersion in this consumer maelstrom. One day last December, I wandered over to the toy aisles to see what was available. The Discovery Channel had their own line of planetarium alarm clocks, carnivorous plant gardens and other scientific toys. Right next to Discovery Channel display were bright blue Avatar action figures, inspired by a recent film. The new arrivals in toyland were accompanied by the latest incarnation of Hasbro’s G.I. Joe. The next aisle over (with suggestively pink signage) was filled with dolls of unimaginable variety, including the iconic “Queen of Dolls,” Barbie. The weekly flyer and signage announced an overabundance of specials to entice would-be buyers into holiday purchases. 2 Aside from their strong presence in stores of every stripe, toys are also in the news. Some of these stories are reassuring, like the Canadian Toy Testing Council’s annual picks of “can’t-miss gifts for parents looking for safe and reliable playthings.”1 Others offer parents a cautionary tale regarding the potential dangers of toy consumption. Last year, controversy came in the form of a warning from the Federal Bureau of Investigation (FBI) that Video Girl Barbie – the fashion doll favourite with a built in camera – might be used by pedophiles hoping to make child pornography. The dire announcement was issued despite the absence of specific instances of child exploitation. 2 The FBI’s overblown concern is in contrast to other toy related incidents that highlight very real and immediate issues. Fisher-Price voluntarily recalled ten million toys due to, among other things, ill-placed decorative tricycle ignition keys breaking the hymens of young girls and causing genital bleeding.3 Similarly, it is hard to ignore the Public Interest Research Group’s 2010 report detailing the high levels of lead in playthings.4 In response to similar reports in 2009, the Canadian federal government planed to reduce allowable levels of lead in toys from 600 to 90 parts per million. But as one parent asked, why, if they pay $20 for these objects, do they contain any lead at all?5 When changes finally came into force, Canada’s Conservative government launched an extensive advertising campaign during the 2012 holiday season touting their efforts to protect Canadian families from 1 Tobi Cohen, “Toy Council Names Top Picks,” Vancouver Sun, 20 November 2010. See also “Toy Testing Council Names Top Picks” CBC News. 23 November 2010; “Toy- Testing Council Names Top Picks for 2010” The Toronto Star, 16 November 2010. 2 ”FBI Issues Alert over Barbie Doll with Hidden Video Camera but Says No Crimes Reported,” Canadian Business, 7 December 2010. 3 “Fisher Price Toy Recall in Canada and the U.S.,” Maclean’s, 30 September 2010. 4 See U.S.
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