Playthings (magazine)
The first issue of Playthings hit newsstands in January 1903 with a modest twenty pages. Editor Robert McCready and publisher Henry C. Nathan launched the publication to serve more than 20,000 concerns engaged in making or selling dolls, toys, and games across the United States. That inaugural edition devoted over 70% of its space to European and Asian imports, specifically highlighting German and Japanese products arriving on American shores. The magazine operated as a monthly physical print product during these early years. By June 1910, McCready had established his own McCready Publishing Co. to take full control from the original Henry Nathan Company. He served simultaneously as president, editor-in-chief, and business manager for the growing enterprise.
By 1905, the editorial team shifted attention toward merchants' money-saving techniques and store layout management strategies. World War I and World War II disrupted foreign toy imports between 1915 and 1940, forcing the magazine to focus almost entirely on American-made goods instead. Pro-American sentiment ran high during this era while distribution expanded to include international subscribers who followed events like the American International Toy Fair. The 1950s brought a new philosophy that encouraged year-round toy purchasing rather than limiting sales to Christmas seasons alone. Television emerged as a powerful visual mass medium in the 1960s, introducing children to celebrities and characters soon transformed into dolls and action figures. Playthings began covering television-related toys and reached maximum size with some issues exceeding 600 pages in length. Frank Reysen Jr. took over as editor-in-chief in the 1980s and started reporting on electronic games before and after the market crash of 1983. Coverage continued through handheld video games and later expanded to include home video game consoles by the late 1980s.
Playthings earned multiple Jesse H. Neal Awards throughout its history for excellence in trade journalism. One award recognized coverage of the counterfeit toy market in 1984. Another honor arrived in 2005 when the publication won Best News Coverage for reporting on the possible breakup of Toys R Us. Industry professionals generally regarded the magazine as the premier trade voice for American toy manufacturers. Ben McCready, son of founder Robert McCready, served as editor-in-chief starting in 1945. The magazine swelled to 290 pages by April 1930 and included two-color advertisements within its 198-page format from June 1912. Subscription rates and distribution increased significantly during the first year anniversary celebration in January 1904. Editor McCready noted that the trade had manifested cordial interest and given hearty support to their new venture.
Geyer-McAllister Publications took over publication rights in June 1967 after decades of independent operation. Reed Business Information acquired Playthings in 1998 and continued publishing the monthly title. Maria N. Weiskott was appointed editor-in-chief in the year 2000. Sandow Media purchased several properties including Playthings from Reed Business Information in 2010. The company published a few more issues before merging the magazine with Gifts & Decorative Accessories in the fall of that same year. Playthings became an insert section within the larger publication rather than standing alone. The final standalone issue appeared in Fall 2010 when the transition began. A weekly email newsletter called Playthings Extra supplemented the print version throughout these years.
On the 1st of October 2010, copies of all physical issues spanning from 1903 through 2010 were acquired by The Strong museum in Rochester, New York. The Brian Sutton-Smith Library & Archives now holds the complete run of the magazine. the 12th of November 2010 marked when Playthings became the official national media partner of The National Toy Hall of Fame at The Strong institution. This partnership included a three-year special promotional agreement between the two organizations. In May 2017, the Gifts & Decorative Accessories insert section formerly known as Playthings received a new name: Kids' Corner. The centenary issue titled Toy Stories: 100 Years of Fun was published in January 2003 to celebrate one hundred years of operation. The online presence and digital supplements continue to exist alongside the preserved physical archives today.
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Common questions
When did the first issue of Playthings magazine hit newsstands?
The first issue of Playthings hit newsstands in January 1903 with a modest twenty pages. Editor Robert McCready and publisher Henry C. Nathan launched the publication to serve more than 20,000 concerns engaged in making or selling dolls, toys, and games across the United States.
Who founded Playthings magazine and when did they take full control?
Editor Robert McCready and publisher Henry C. Nathan launched the publication in January 1903. By June 1910, McCready had established his own McCready Publishing Co. to take full control from the original Henry Nathan Company.
What happened to foreign toy imports during World War I and World War II for Playthings magazine?
World War I and World War II disrupted foreign toy imports between 1915 and 1940, forcing the magazine to focus almost entirely on American-made goods instead. Pro-American sentiment ran high during this era while distribution expanded to include international subscribers who followed events like the American International Toy Fair.
Which museum acquired all physical issues of Playthings from 1903 through 2010?
On the 1st of October 2010, copies of all physical issues spanning from 1903 through 2010 were acquired by The Strong museum in Rochester, New York. The Brian Sutton-Smith Library & Archives now holds the complete run of the magazine.
When did Playthings become an official national media partner of The National Toy Hall of Fame?
The 12th of November 2010 marked when Playthings became the official national media partner of The National Toy Hall of Fame at The Strong institution. This partnership included a three-year special promotional agreement between the two organizations.