Socio-cultural shifts across decades become apparent when surveyed alongside consumer trends within the toy industry. Staying culturally relevant is key to thriving; generational toys, therefore, provide clues to changing societal expectations till today. 

In the economic boom of postwar years, the pioneering Barbie let little girls break away from the domesticated worldviews of earlier paper dolls. Rapid globalisation in the 20th century required adapting the fashion doll for newer markets, which then gave rise to the queen of Japanese dress-up dolls, Licca Chan. The definition of womanhood further shifted and expanded in the age of the Internet that called upon greater representation with more inclusive toys. Here, the racially-diverse Bratz dolls replaced Barbie’s single-tone and sweet personas with edgy personalities that empowered young girls. 

The rapid spread of global pop culture when the Internet developed allowed many toymakers to dabble in once-taboo areas, like goth and LGBTQ+ which laid the successful paths for Monster High and Rainbow High. The narratives of G.I. Joe, He-Man and the Masters of Universe, and M.A.S.K travelled a similar course, among many others, which the public can delve into at this exhibition.