How Jewish immigrants invented American childhood through classic toys, comics, and media

Michael Kimmel's new book, "Toymakers: The Jewish Entrepreneurs Who Created the Toy Industry in America," explores how first-generation American Jews shaped the concept of American childhood through classic toys, comics, and media. Shut out of established industries, Jewish entrepreneurs founded iconic brands like Ideal, Mattel, Marx, and Hasbro, capitalizing on a post-WWI consumer culture. They developed many classic toys, including Barbie, Lionel trains, and Mr. Potato Head, and contributed to children's literature and comic books, creating characters like Superman and Spider-Man. Kimmel argues that these creators, often from impoverished backgrounds, instilled a Jewish sensibility that valued curiosity, creativity, and nurturing children's imaginations, contrasting with earlier, stricter child-rearing philosophies. While acknowledging the industry's role in promoting materialism and gender stereotypes, Kimmel also highlights its positive impact on fostering imagination and critical thinking, citing examples like Classics Illustrated and Barbie's aspirational careers. He states, "They created the childhood that they themselves never had."