The Toys That Made Us
In the ongoing conversation about how streaming video is changing our media consumption habits, I think one thing is getting overlooked—the ways in which streaming video is changing the very nature of our media.
I bring that up because one of my favorite recent shows—a documentary series on Netflix called The Toys That Made Us—strikes me as the sort of thing that wouldn’t have existed a decade ago. Sure, we’ve seen documentaries about toys before, almost all of which focused on one particular slice of nostalgia. But a multi-episode series that isn’t aimed at any particular fandom? One with a decidedly adult bent and a propensity for F-bombs? One that takes off the gloves and uncovers the oftentimes dirty politics that went into creating some of our favorite little pieces of plastic?
If I were an executive for any cable network, I would look at the pitch for The Toys That Made Us and insist its creators either narrow their focus or broaden their appeal, or at the very least avoid some of the controversy. Thank goodness I’m not a network executive, then, because having seen the first four episodes of this incredible series, I wouldn’t change a thing.
The series kicks off with the granddaddy of all toy lines: Star Wars. Aside from a bit of predictable and unnecessary Episode I bashing that comes off as seriously hipstery, it’s an amazing exploration of the legal deals, design decisions, bickering, and fun that went into creating the toy line that changed everything.
Here’s the problem, though: Make a show about Star Wars toys and you’re automatically pushing all my buttons. Does that necessarily mean it’s objectively good? Ehhh, I had my doubts—especially given that the next episode is about Barbie, a franchise I couldn’t have less interest in if I tried. The missus was vaguely interested, though (given that one of her favorite childhood pastimes was staging elaborate Barbie-vs-He-Man battles). So, we gave it a try. What followed was one of the most engrossing 44 minutes’ worth of television I’ve seen in ages. It’s bawdy. It’s tantalizing. There’s forgery and perjury and mail fraud, oh my!
Lest you think the entire series comes off as an E! True Hollywood Story, it doesn’t. The tales told here reflect the real history of each toy line explored, with no real agenda beyond getting to the truth. The entire Masters of the Universe toy line, for example, is portrayed as a tail-wagging-the-dog example of pure desperation and marketing hubris. G.I. Joe? While there is some history of the original 12-inch toy line (and the very origins of the phrase “action figure”), the real meat here is on the toys of the ‘80s, which were introduced mostly to capitalize on the new wave of patriotic fervor sweeping the nation.
Hopefully the next four episodes, which are due to drop sometime in the early part of 2018, can maintain this level of intrigue and brutal (often profane) honesty. There is the question, of course, about how much more material there is to mine going forward. We know an episode about Transformers is coming in the next batch. There are, no doubt, stories to be told at some point about Cabbage Patch dolls and LEGO.
I think what these first four episodes have proven, though, is that nostalgia for certain brands is just the hook. The real appeal of The Toys That Made Us is the very human stories about the people behind the scenes who made the toys that made us.
Dennis Burger is an avid Star Wars scholar, Tolkien fanatic, and Corvette enthusiast
who somehow also manages to find time for technological passions including
high-end audio, home automation, and video gaming. He lives in the armpit of
Alabama with his wife Bethany and their four-legged child Bruno, a 75-pound
American Staffordshire Terrier who thinks he’s a Pomeranian.