Daniel Thomas Cook is a sociologist in the Department of Advertising at University of Illinois, Champaign-Urbana. He is the editor of Symbolic Childhood.

• Acknowledgments ix1 Introduction 12 A Brief History of Childhood and Motherhood into the Twentieth Century 223 Merchandising, Motherhood, and Morality: Industry Origins and Child Welfare, 1917-1929 414 Pediocularity: From the Child’s Point of View 665 Reconfiguring Girlhood: Age Grading, Size Ranges, and Aspirational Merchandising in the 1930s 966 Baby Booms and Market Booms: Teen and Subteen Girls in the Postwar Marketplace 1227 Concluding Remarks 144 Appendix: Figures and Tables 153Notes 157Bibliography 181Index 201

“Blending the sociologist’s theoretical rigor with the historian’s attention to detail and change, Daniel Thomas Cook offers us a striking and original explanation of how twentieth-century notions of childhood together with new marketing practices led to the modern autonomous child.”-Gary Cross, author of The Cute and the Cool: Wondrous Innocence and Modern American Children’s Culture “Daniel Thomas Cook’s The Commodification of Childhood is a pioneering and major contribution to our understanding of consumer culture. On the basis of his detailed and fascinating examination of children’s clothing marketing through the twentieth century, Cook constructs a larger template for understanding the complex and evolving relations between consumers and marketers. The theoretical discussions are a tour de force. A must-read for all scholars of consumer society.”-Juliet B. Schor, author of The Overspent American: Why We Want What We Don’t Need

Daniel Thomas Cook is a sociologist in the Department of Advertising at University of Illinois, Champaign-Urbana. He is the editor of Symbolic Childhood.

• Acknowledgments ix1 Introduction 12 A Brief History of Childhood and Motherhood into the Twentieth Century 223 Merchandising, Motherhood, and Morality: Industry Origins and Child Welfare, 1917-1929 414 Pediocularity: From the Child’s Point of View 665 Reconfiguring Girlhood: Age Grading, Size Ranges, and Aspirational Merchandising in the 1930s 966 Baby Booms and Market Booms: Teen and Subteen Girls in the Postwar Marketplace 1227 Concluding Remarks 144 Appendix: Figures and Tables 153Notes 157Bibliography 181Index 201

“Blending the sociologist’s theoretical rigor with the historian’s attention to detail and change, Daniel Thomas Cook offers us a striking and original explanation of how twentieth-century notions of childhood together with new marketing practices led to the modern autonomous child.”-Gary Cross, author of The Cute and the Cool: Wondrous Innocence and Modern American Children’s Culture “Daniel Thomas Cook’s The Commodification of Childhood is a pioneering and major contribution to our understanding of consumer culture. On the basis of his detailed and fascinating examination of children’s clothing marketing through the twentieth century, Cook constructs a larger template for understanding the complex and evolving relations between consumers and marketers. The theoretical discussions are a tour de force. A must-read for all scholars of consumer society.”-Juliet B. Schor, author of The Overspent American: Why We Want What We Don’t Need

Daniel Thomas Cook is a sociologist in the Department of Advertising at University of Illinois, Champaign-Urbana. He is the editor of Symbolic Childhood.

• Acknowledgments ix1 Introduction 12 A Brief History of Childhood and Motherhood into the Twentieth Century 223 Merchandising, Motherhood, and Morality: Industry Origins and Child Welfare, 1917-1929 414 Pediocularity: From the Child’s Point of View 665 Reconfiguring Girlhood: Age Grading, Size Ranges, and Aspirational Merchandising in the 1930s 966 Baby Booms and Market Booms: Teen and Subteen Girls in the Postwar Marketplace 1227 Concluding Remarks 144 Appendix: Figures and Tables 153Notes 157Bibliography 181Index 201

“Blending the sociologist’s theoretical rigor with the historian’s attention to detail and change, Daniel Thomas Cook offers us a striking and original explanation of how twentieth-century notions of childhood together with new marketing practices led to the modern autonomous child.”-Gary Cross, author of The Cute and the Cool: Wondrous Innocence and Modern American Children’s Culture “Daniel Thomas Cook’s The Commodification of Childhood is a pioneering and major contribution to our understanding of consumer culture. On the basis of his detailed and fascinating examination of children’s clothing marketing through the twentieth century, Cook constructs a larger template for understanding the complex and evolving relations between consumers and marketers. The theoretical discussions are a tour de force. A must-read for all scholars of consumer society.”-Juliet B. Schor, author of The Overspent American: Why We Want What We Don’t Need