Do you remember sitting in front of the TV as a child, watching classic toy commercials from the 70s? You weren’t just gawking at colorful plastic toys rolling down the screen – you were witnessing a cultural phenomenon that would shape a generation. These commercials not only sold products, but they also reflected the values, trends and interests of the era. Join us on a trip down memory lane as we explore the cultural significance of 70s toy commercials.
The Power of Advertising in the 70s
The 1970s marked a golden age for advertising, with the rise of new technologies such as color television and better advertising techniques. Advertisers were constantly looking for ways to connect with their audience and capture their attention. Toy commercials were particularly successful for brands because they targeted both children and parents. Ads for popular toys such as Barbie, G.I. Joe, and Star Wars action figures would air throughout the day, but peak viewing hours were after school and on Saturday mornings when children were home.
The Values and Trends of the 70s
Gender roles
The 70s was a decade where traditional gender roles were starting to shift. Female empowerment and independence were in vogue, and the feminist movement was gaining momentum. Similarly, toy commercials started to break away from the stereotypical gender roles. In commercials, boys were shown playing with dolls, and girls were seen wielding toy guns. The famous “You can be a Barbie girl” jingle from the iconic Barbie ads encouraged girls to dream big and break down traditional gender roles.
Race and diversity
The 70s was also a time when racial diversity became more mainstream. Classic commercials featuring African-American boys and girls playing with toys alongside their white peers were rare but had an impact. Watching Black children enjoy the same toys as White children was an example for diversity, inclusion, and equality.
Memorable Toy Commercials from the 70s
Barbie
In the 1970s, Barbie was the most popular doll in the world, and her commercials were an embodiment of the decade’s spirit of female empowerment and independence. The Barbie Dream Kitchen commercial showed girls how they could create culinary masterpieces in their own kitchens, while the Malibu Barbie ad invited girls to “come on over” to Barbie’s beach house for some fun.
Hot Wheels
The 70s commercial for Hot Wheels is a classic staple of the era, featuring bright colors and fast-paced action. In the ads, Hot Wheels cars sailed down orange ramps and looped through corkscrews with ease. Hot Wheels’ imaginative tracks and stuntsets gave kids the freedom to build their own worlds and stunts.
Star Wars Toys
The Star Wars franchise exploded in popularity in the 70s, and so did the sale of Star Wars toys. The commercials were enthralling, with cinematic shots of the toys in action alongside epic music and sound effects. The Jawa Sandcrawler playset commercial, for example, showed the enormous vehicle rolling through a desert landscape, picking up Jawas along the way.
The Legacy of 70s Toy Commercials
70s toy commercials not only sold products but also shaped the perception of culture itself. They helped to show that Barbie would not be limited to household chores, that boys could play with dolls without judgement and that, toys were meant for everyone. These commercials paved the way for a better and more diverse world; a world where everyone could be themselves and play with whatever toy they wished to play with.
In Conclusion
70s toy commercials have played a significant role in shaping the perceptions and values of an entire generation. By reflecting cultural trends and values, they helped pave the way for social change. Who can forget the Barbie commercials that encouraged girls to dream big and break away from traditional gender roles or the Hot Wheels ads that encouraged children to be curious and imaginative? Classic toy commercials from the 70s may seem outdated by today’s standards, but they will always hold a special place in our hearts and memories.
Have a favorite 70s toy commercial? Let us know in the comments below!
