Take a stroll down the aisles of America’s toy store. Bolstered by a booming consumer culture, the 20th century saw U.S. toys become a commodity that would enthrall children for generations. This comprehensive catalogue gathers 100 years of ads selling all-time favorites and forgotten fads—everything from science kits, frilly dolls, and baseball mits to decoder rings, air rifles, and video games.
 

Books For Optimists

 
 
 
 

Playthings From the Past For the Present

 

Take a stroll down the aisles of America’s toy store. Bolstered by a booming consumer culture, the 20th century saw U.S. toys become a commodity that would enthrall children for generations. This comprehensive catalogue gathers 100 years of ads selling all-time favorites and forgotten fads—everything from science kits, frilly dolls, and baseball mits to decoder rings, air rifles, and video games.

 
 
 
TASCHEN
 
 
 
 
Jim Heimann. Steven Heller. Toys.
100 Years of All-American Toy Ads
US$ 40
 
Availability: May 2021
 
 
 

“The ads do more than advertise products—they
provide a record of American everyday life of a bygone
era in a way that nothing else can.”

Associated Press

 
 
 
 

Also available:

 
Rome
 

            

California Crazy.
American Pop Architecture
US$ 60
 
 
 
Rome
 

XXL

Winsor McCay.
The Complete Little Nemo 1910–1927
US$ 80
 
 
 
 
 

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