Wars In Toyland

Toyland was once a place of wonder and beauty, at least until the teddy dictator Roxbury took over. After Matthew's brother and playmate, Alex, disappears, Matthew finds himself carried into Toyland by his own loyal toy soldiers. Matthew soon learns that Alex has been here, too, held captive by Roxbury. Leading an attack on the teddy bear's fortress, Matthew never considers that his brother might be beyond saving.

Toyland was once a place of wonder and beauty, at least until the teddy dictator Roxbury took over. After Matthew's brother and playmate, Alex, disappears, Matthew finds himself carried into Toyland by his own loyal toy soldiers. Matthew soon learns that Alex has been here, too, held captive by Roxbury. Leading an attack on the teddy bear's fortress, Matthew never considers that his brother might be beyond saving.

Every living American adult likely prized one childhood toy that featured the happy image of an animated cartoon or comic strip character. There is an ever-growing market for these collectibles, and stacks of books pose as pricing guides. Yet Tim Hollis is the first to examine the entire story of character licensing and merchandising from a historical view. Toons in Toyland focuses mainly on the post-World War II years, circa 1946-1980, when the last baby boomers were in high school. During those years, the mass merchandising of cartoon characters peaked. However, the concept of licensing cartoon characters for toys, trinkets, and other merchandise dates back to the very first newspaper comics character, the Yellow Kid, who debuted in 1896 and was soon appearing on a variety of items. Eventually, cartoon producers and comic strip artists counted on merchandising as a major part of their revenue stream. It still plays a tremendous role in the success of the Walt Disney Company and many others today. Chapters examine storybooks (such as Little Golden Books), comic books, records, board games, jigsaw puzzles, optical toys (including View-Master and Kenner's Give-a-Show Projector), and holiday paraphernalia. Extending even beyond toys, food companies licensed characters galore--remember the Peanuts characters plugging bread and Dolly Madison snacks? And roadside attractions, amusement parks, campgrounds, and restaurants--think Yogi Bear and Jellystone Park Campgrounds--all bought a bit of cartoon magic to lure the green waves of tourists' dollars.

Was 1906 the year of birth of animation pictures? Or 1908? Was France the place of birth, or was it the United States? --

This book is my 8th book. I wrote it in 2018 & 2019. I wrote it during my 2 terms at Vernon College, studying Creative Writing. I wrote Wheeler McCheeze's for my Nephew. That story kept me awake at night. New customers woke me up in the night. The 1st 4 stories I added in 2020. I wrote them when I was in the Cub Scouts, when I was 10. My Leader Akela returned them, after 30 years. The biographical stories were from pictures my tutor gave me to create characters. The 16th story is about My Life.

This is the real toy story, an unprecedented behind-the-scenes journey through a world of influence, fantasy, and multimillion-dollar Hollywood deals, a world where the whims of children make millionaires and topple titans. This is also the story of an unusual man. Alan Hassenfeld, the chief executive officer of Hasbro, never intended to run a Fortune 500 company. A free spirit who dreamed of being a writer and exploring Asia, he was content to remain in the shadow of his older brother Stephen, a marketing genius who transformed a family firm established by immigrant Jews into powerhouse and Wall Street darling. Then tragedy struck. Stephen, and intensely private man, died of AIDS, a disease he had not acknowledged he had, even to his family. Alan Hassenfeld was named CEO, just as Hasbro was facing a daunting onslaught of challenges. Toy Wars is about Alan's struggle to balance the demands of the bottom line with his ideals about the kind of toys children deserve, as well as the ethical obligations of management. Wayne Miller, an award-winning journalist and novelist, was granted unprecedented access to Hasbro, the maker of G.I. Joe, Star Wars toys, Mr. Potato Head, Batman, Monopoly, Scrabble, Trivial Pursuit, and countless other favorites. For five years, he sat in on design sessions, marketing meetings, and focus groups, and interviewed employees in every part of the company. He witnessed a major corporate restructuring; crucial deal with Dreamworks SKG; a hostile takeover bid by archrival Mattel; the collapse of a $45 million virtual reality game; and the company makeover of G.I. Joe, Hasbro's flagship product and one of the most popular toys of all time. Toy Wars is filled with many colorful characters, including: Hollywood moguls Steven Spielberg and George Lucas, whose kid-friendly movies can translate into licensing gold for toymakers Mighty Morphin Power Rangers creator Haim Saban, who tapped into a popular Japanese TV series and made it a worldwide television and merchandising phenomenon Mattel CEO Jill Barad, the second-highest-paid woman in corporate America, who promotes and defends Barbie with the zeal of a religious crusader Hasbro executive Al Verrecchia, the loyal second in command who did not let friendship or tradition stand in the way of a dramatic restructuring Larry Bernstein, arguably the best toy salesman ever, a riotous raconteur whose divisional presidency crumbled when he was unable to meet Hasbro's profit goals Rich in family drama and written with sly wit, Toy Wars is a deeply compelling business story, a fascinating tour through a billion-dollar industry that exerts tremendous influence on the lives of children everywhere.

This collection seeks to move noncombatant perspectives to center stage, acknowledging their importance, destabilizing the primacy of the combatant, and explaining or undermining the staging of warfare as a singular and acontextual production.