Vermont Toy and Hobby

Interestingly enough, in part of the toddler section, there are toys that have pictures of children on them who are Asian or Black. There is actually a “party kit” displaying five children playing together, two are white, one is black, and the other two were of Asian descent. Are these toys supposed to appeal to children of different cultures just because of who is displayed on the box?

There are, however, no Asian dolls. There are no Spanish dolls. There are no Indian dolls. What is interesting about this is that almost everything in the store is made in China. Does that mean in China, children are purchasing American dolls, or are there Chinese dolls available there? If so, why aren’t they available here? How do Chinese-American children feel when they walk into the store and can’t find characters that look like them?

China is largely responsible for toys in America. China is ranked fourth in the world for highest gross domestic product. According to an article available at here, in 2000, China’s exports of toys reached one billion U.S. dollars. No other country even comes close to this high economic success in the toy industry. Would it drastically affect China’s economy if another country entered the toy industry?

The University Mall in South Burlington is a great location for a toy store because of the amount of people who shop there. The location of Vermont Toy and Hobby is directly across from a family restaurant, next to a book store, a family department store, as well as close to the ATM and an exit. Location is important for sales. The better the location, the more often that the intended consumers, children, will visit.

Physical space is important as well. The shelves are low to accommodate children, and the top shelves are used for items that parents would be interested in. The store is also quite cluttered, perhaps because children are not very concerned with organization. Products are packaged with bright colors and picture logos that most children understand. Company names are often phonetic so children can figure out how to say them easily.

The employees, both white Caucasian, seem very bored. The cashier, a younger woman, looks like she would love to be somewhere else. The owner, an older man, focuses on sales and imports as children drive little toy cars all around his store. The store is badly lit with fluorescent lighting that nauseates older customers. There is also bad ventilation which might cause health concerns, just as sick children wiping their noses as they touch everything may also. Environmentally, the store is located in a mall that surely causes a significant amount of pollution. The production of the toys themselves, though in China, must create pollution as well. The ecological footprint of Vermont Toy and Hobby is certainly significant.

Children in Vermont are completely unaware of the production of these toys they play with. They know nothing about China and gross domestic product or pollution. But from the toys they purchase at Vermont Toy and Hobby, they also learn nothing new about cultures different from American culture. They don’t learn about multicultural families. They don’t learn about women’s suffrage. They certainly have no idea that the lack of Asian characters as toys is ironic due to the fact that Chinese workers have made each of their toys. The lack of cultural meaning in Vermont Toy and Hobby raises the question, how do children who shop at Vermont Toy and Hobby learn about different cultures?