New Books In Jewish Studies

The untold story of the first-generation Jewish American toymakers who literally manufactured “the century of the child.” In 1902, Morris and Rose Michtom invented the Teddy Bear―bound by clothing scraps, stuffed with sawdust, and given button eyes with a sad, longing expression―in the back room of their Brooklyn candy store. Together they launched the Ideal Toy Corporation, joining a set of other poor, first-generation Jewish toymakers: the Hassenfeld brothers of Hasbro, Ruth Moskowicz and Elliot Handler of Mattel, and Joshua Lionel Cowan of Lionel Trains. From Barbie and G.I. Joe to Popeye, Superman, and Mr. Potato Head, Playmakers: The Jewish Entrepreneurs Who Created the Toy Industry in America (W. W. Norton & Co, 2026) reveals how the toy industry created the idealized American childhood: an enchanted world, full of wild creatures and eternal struggles between good and evil, with endless realms of fantasy and beauty. For much of the twentieth century, every part of the American toy business was largely