B. The personal benefits (of purchase)

The consumer seeks to manifest the different personal benefits of purchase or acquisition of toys within five principal areas - the family, the pedagogical environment, the technological environment, the market (advertising) and Art.


In his book “Toys and Culture”, Sutton-Smith (1986:242-244) gives a brief description of four of these spheres where the benefits are obvious and visible to the consumer. I have chosen to include an additional fifth sphere, Art, in which the consumer is able to fulfil all his most fantastic, creative dreams - if, that is, his imagination extends that far!



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