Need of the hour -67
-J.P.Bharathi
The Colourful Irony of Modern Toys: Who Are We Really Buying Them For?
Walk into any toy store or scroll through an online baby catalogue, and you’ll be dazzled by a kaleidoscope of colour, sound, and promise. From plush animals that sing lullabies to interactive robots that respond to a baby’s coo, the shelves are lined with expensive playthings, marketed as “developmental,” “stimulating,” or “essential for cognitive growth.” But pause for a moment and ask: who are these toys really for?
Let’s be honest. A 6-month-old doesn’t care if a teddy bear costs ₹200 or ₹2,000. A 2-year-old doesn’t choose between a touchscreen learning tablet and a stainless steel tumbler—they will most likely reach for the tumbler. And therein lies the irony.
When Toys Are for Adults, Not Children:
Modern toy marketing is rarely aimed at the child—because the child is too young to understand it. The real targets? Parents, grandparents, uncles, and aunts with tender hearts and open wallets. The emotion-driven urge to give “the best” to our children becomes fertile ground for a thriving industry.
Manufacturers know this. They appeal to guilt (“You don’t want your child to fall behind, do you?”), aspiration (“Give your child a head start!”), and status (“Only the best for our little prince/princess”). The message is wrapped in bright colours and backed by pseudo-scientific buzzwords that make even a rattle sound like a Nobel-worthy invention.
*****
(Continued….)
