Introduction -- Rebecca C. Hains & Nancy A. Jennings.-SECTION ONE: TOY TRENDS -- 1. Toying with Guns: A Critical Analysis of Play Firearms -- Jody Lynée Madeira, Professor of Law and Louis F Niezer Faculty Fellow, Indiana University Maurer School of Law -- 2. Reclaiming the Livingroom: The Play Value of Grotesque Toys -- Tyler Brunette, Ph.D. student, University of Pittsburgh, the Department of Communication -- 3. Playing with Minimalism: The Promotion of High-End Toys and Childhood Simplicity -- Spring-Serenity Duvall, Associate Professor of Communication, Salem College -- 4. Imported Toys in Indonesia: Parental Consumer Literacy, Purchase Decisions, and Globalization -- Rani Chandra Oktaviani and Fadlin Nur Ichwan, Lecturers, The London School of Public Relations, Jakarta -- SECTION TWO: TOY MARKETING -- 5. Totally Toyetic -- Jonathon Lundy, Ph.D. Candidate, Drexel University -- 6. Unwrapping Toy TV: YouTube Kids and the role of Toy Unboxing and Play Videos -- Kyra Hunting, Assistant Professor, Media Arts and Studies, The University of Kentucky -- 7. Disney Toy Marketing Addresses Latina/os -- Diana Leon-Boys and Angharad N. Valdivia, Research Professor, Institute of Communications Research, University of Illinois at Urbana-Champaign -- 8. A Toy for Thoughtful Parents: Explaining the Rhetorical Origins of the American Public's Love for LEGO -- Lauren DeLaCruz, Ph.D. Candidate, Rhetoric and Public Culture, Northwestern University -- SECTION THREE: TOYS AND GENDER -- 9. "Smart is the New Cool": Project MC2 and the Marketing of STEM Lifestyles to Tween Girls -- Avi Santo, Chair, Department of Communications & Theater Arts, Old Dominion University -- 10. Hacking Girl Power: GoldieBlox and Material Rhetoric -- Margeaux Lippman Hoskins, Lecturer, Dutchess Community College, Poughkeepsie, NY -- 11. Toy discourses and gendered roles in "the most gender equal country in the world": A critical cultural analysis of toy catalogues from 2011-2018 -- Trine Kvidal-Røvik, Associate Professor, Department -- Tourism and Northern Studies, The Arctic University of Norway -- 12. American Girl and the Construction of Masculinity -- Emilie Zaslow, Associate Professor, Pace University, New York -- 13. The Politics of Barbie's Curvy New Body: Marketing Mattel's "Fashionista" Line -- Rebecca Hains, Professor of Media and Communication, Salem State University.