| Book Review | The American Historical Review, 112.4

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| Book Review | The American Historical Review, 112.4 | The History Cooperative

Book Review

Canada and the United States

Lisa Jacobson. Raising Consumers: Children and the Mass Market in the Early Twentieth Century. (Popular Cultures, Everyday Lives.) New York: Columbia University Press. 2004. Pp. xii, 299. $24.00.

Who could forget the moment of discovering that money can buy happiness? The crisp bills inside a birthday card exchanged for a coveted toy, or a week's allowance blown all at once in an orgy of candy bars and soda pop? For some, the painful lessons of consumer disappointment also lingered: the carefully hoarded box-tops finally redeemed for a cheap plastic toy or the "sea monkeys" charmingly described on a bubblegum wrapper that turned out to be nothing more than brine shrimp. Lisa Jacobson describes allowances and box-top premiums as part of a larger children's consumer culture. This culture, she argues, stretches back to the early twentieth century and was well established by the 1920s and 1930s. Through a series of case studies, she examines children's socialization as consumers and future citizens of what Lizabeth Cohen has influentially described as a "consumer's republic."

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