The Magazine of The Evangelical Lutheran Church in America


When Tinseltown meets Toyland

Our children devalue what they have because of what they want

What are the hot toys this Christmas? The list probably includes a cuddly stuffed dog from 101 Dalmatians and Looney Tunes figures from Spacejam. Last year it was Woody, Buzz Lightyear and Mr. Potato Head from Toy Story.

Filmmakers and toy makers have perfected the art of marketing their products together for hefty profits. In the last decade, toys linked to films and television shows skyrocketed from about 10 percent of toys sold to about half.

A new word has emerged to describe the commingling of Tinseltown and Toyland: "entertoyment."

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