Toys, toys, toys. So many toys. Norwegian children today have an average of 500 toys each. The toy industry had a turnover at 2,3 billion NOK in 2010, and import of toys has doubled in the last 20 years. We buy toys hoping they will stimulate our childrens development in life. Child psychology stresses the importance of childhood play in helping children develop social, intellectual and technical abilities. Toys are the tools with which our children explore the grown up world.

In many ways, the toy industry mirrors the mindset of consumer society, the abundancy of choices. Our children are the new super consumers.


Story by Anne Marte Sørås