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Toy Consumption as Political : Challenges for Making Dreams Come True

  • Mikael Klintman
  • Magnus Boström
  • Michele Micheletti
  • Peter Oosterveer
Publishing year: 2018-07-15
Language: English
Publication/Series: The Oxford Handbook of Political Consumerism
Document type: Book chapter
Publisher: Oxford University Press

Abstract english

This chapter looks at political consumerism in the toy sector, offering a brief history of consumer concerns and distinguishing among four strands of political consumerist research in this sector. A primary factor facilitating political consumerism of toys is that toy companies are extremely concerned about their reputation. Manufacturers cannot assume that parents and other carers do their usual risk-benefit analysis with the same level of risk acceptance concerning toys. Factors constraining political consumerism in this sector include long product chains and difficulties in discovering unethical practices and dangerous substances. Actors involved in the political consumerism of toys come from all societal spheres, including retailers. Regulators take action when risks have been discovered by civil society actors or scientists, but international divergence in regulation constitutes an obstacle to concerted action. Future research needs to examine synergies and trade-offs among various risks in toy products.


  • Sociology (excluding Social Work, Social Psychology and Social Anthropology)
  • Political consumerism
  • Toys
  • Children
  • gender roles
  • marketing regulation


  • ISBN: 9780190629038
Mikael Klintman
E-mail: mikael [dot] klintman [at] soc [dot] lu [dot] se



+46 70 284 55 48

+46 70 284 55 48


Sociologiska institutionen, Paradisgatan 5, Hus G, Lund


Sociologist with a broad, human scientific interest in social, economic and evolutionary dimensions of environmental and health related problems.

Department of Sociology
Lund University
Visiting address: Sandgatan 11, House G, Lund
Postal address: Box 114 , SE-221 00 LUND, SWEDEN
Telephone: Student Office +46 46-222 88 44, Lund University Switchboard +46 46-222 00 00

Faculty of Social Sciences