The new toy industry: December 01, 1997 issue of New Thinking

December 01, 1997 New Thinking:
The new toy industry

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December 01, 1997

The new toy industry

By Gerry McGovern

All life exhibits movement, whether internally or externally.

Movement can occur in a multitude of ways, but for now I would like to explore two basic types: 'deep movement' and 'skim movement.' Using the analogy of a lake, deep movement involves moving down through the water, whereas skim movement involves skimming across its surface.

Deep movement is much less visible as it occurs below the surface. It is slower and more difficult as the movement truly interacts with its environment (the water). Skim movement operates on the surface. It gives the impression of 'great' movement as it skims rapidly across, unencumbered with much necessity to interact.

Skim movement is bold, sweeping, exciting, colorful, full of surface energy and heat. However, skim movement might also be described as 'skin deep.' 'All flash and no substance.' Shallow.

Deep movement can be seen as stodgy, boring, unadventurous, stuck in the mud. However, deep movement can also be seen as having a purity of purpose. The surface may be still, but as the saying goes, 'still waters run deep.' This saying is usually followed another: 'empty cans make the most noise.'

It is my feeling that modern Western culture exhibits far more skim than deep movement. Everything is shiny on the surface. There is an addiction to the new. To be old in many eyes is to be worthless. If things don't change -- or more importantly -- if things are not 'seen' to change, boredom and disinterest set in.

Pondering on the Christmas season, it struck me that in many ways the computer industry is beginning to resemble the toy industry. A significant difference is that the new toy makers (geeks?) are making toys more for themselves than for the consumer. This new toy industry and culture is skim movement in overdrive. It is wham bam, thank you RAM. It is been there, programmed that. It is cool and fidgety and shamelessly condescending to the plebes who are supposed
to buy and use the 'toys.'

When I think of deep movement I think of the Blues, traditional Irish music, Russian literature, Chinese culture, Japanese traditions. Deep movement can take thousands of years to exhibit what it has created. I feel that the computer industry in its frenzy to invent the future, in its ignorance and dismissal of the past (and even the present!) may leave a shallow legacy in its wake.

Building community is all the rage on the Internet today. But the genuine communities that I am aware of have taken years, if not hundreds of years, to build. I wonder what sort of communities will be built from many of these venture capital-funded business plans?

Toys are wonderful for children, as they are tools of play, and play has a fundamental role in preparing children to assume adult roles. Adult toys can help adults play and explore this rapidly changing world.

The computer industry with its increasingly 'big and fast is beautiful' and 'toys for the boys' ethos is in danger of alienating the mass consumer market that it must address if it is to expand. Remember, computer toy makers, we may buy computers for Christmas, we may like to play with them on occasion, but we expect them to work throughout the year.

Gerry McGovern

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Pondering on the Christmas season, it struck me that in many ways the computer industry is beginning to resemble the toy industry.