Child psychologists become very attached to their office toys and, in the 1980s, I was no exception, being quite fond of my puppets, toy figures and board games. It was therefore upsetting and puzzling when children began rejecting my collection in favor of Transformers and video games. What I came to call the “commercialization of childhood” had begun and marketing to children was skyrocketing. In the 1990s, I helped form Fairplay, originally the Campaign for a Commercial-Free Childhood, to fight the deluge, which was having a demonstrably negative impact on kids on many fronts. In my own work, I have emphasized how advertising operates as the propaganda arm of capitalism, sending a materialistic meta-message that cuts across all products and services, even good ones.