In this revealing social history, Daniel Thomas Cook explores the roots of children’s consumer culture—and the commodification of childhood itself—by looking at the rise, growth, and segmentation of the children’s clothing industry. Cook describes how in the early twentieth century merchants, manufacturers, and advertisers of children’s clothing began to aim commercial messages at the child rather than the mother. Cook situates this fundamental shift in perspective within the broader transformation of the child into a legitimate, individualized, self-contained consumer.

The Commodification of Childhood begins with the publication of the children’s wear industry’s first trade journal, The Infants’ Department, in 1917 and extends into the early 1960s, by which time the changes Cook chronicles were largely complete. Analyzing trade journals and other documentary sources, Cook shows how the industry created a market by developing and promulgating new understandings of the “nature,” needs, and motivations of the child consumer. He discusses various ways that discursive constructions of the consuming child were made material: in the creation of separate children’s clothing departments, in their segmentation and layout by age and gender gradations (such as infant, toddler, boys, girls, tweens, and teens), in merchants’ treatment of children as individuals on the retail floor, and in displays designed to appeal directly to children. Ultimately, The Commodification of Childhood provides a compelling argument that any consideration of “the child” must necessarily take into account how childhood came to be understood through, and structured by, a market idiom.

Published in 1719, Defoe’s Robinson Crusoe is one of those extraordinary literary works whose importance lies not only in the text itself but in its persistently lively afterlife. German author Johann Gottfried Schnabel—who in 1731 penned his own island narrative—coined the term “Robinsonade” to characterize the genre bred by this classic, and today hundreds of examples can be identified worldwide. This celebratory collection of tercentenary essays testifies to the Robinsonade’s endurance, analyzing its various literary, aesthetic, philosophical, and cultural implications in historical context. Contributors trace the Robinsonade’s roots from the eighteenth century to generic affinities in later traditions, including juvenile fiction, science fiction, and apocalyptic fiction, and finally to contemporary adaptations in film, television, theater, and popular culture. Taken together, these essays convince us that the genre’s adapt- ability to changing social and cultural circumstances explains its relevance to this day.

Published by Bucknell University Press. Distributed worldwide by Rutgers University Press.