Per Freakenomics blog -
"The advent of television, and particularly TV advertising, is what turned the toy industry into a juggernaut. Why? Because, for the first time, manufacturers could market their goods directly to the customers — that is, to children.
Mattel was apparently the first company to grasp this phenomenon, and saw its sales increase from $6 million to $49 million in the space of six years. (I have no idea how accurate this information is, nor do we learn how much money Mattel spent on its TV advertising; but still … the DTC point seems valid.)"
Interesting - what next
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