I have been studying local culture, and the post-80s screenwriter Zheng Yu said: "Nostalgia is a hobby of two kinds of people. One is a thorough old man, our previous generation or another generation, the other is like we just Growing up, when youth is not over, I begin to remember people who were young." Therefore, nostalgic toys are actually toys for adults.
　　 Photo/Yangcheng Evening News reporter Zeng Minjun
[Chinese and foreign toy nets · consumer culture] 2010 is about to pass, a group of childlike "Da Xi Lu" (Cantonese means adult children) and then nostalgic tide, a store on the Internet is launched with nostalgia as the theme Special promotion. The reporters strolled around the city and found that nostalgic toys were very popular. Iron frogs, chicken glutinous rice... Did they remind you of your childhood memories?
Childhood toys full of memories
When people are old, they will start to be nostalgic. If you like nostalgia, then prove that you are old. This half-banded self-deprecating tone is quite popular among the post-79s and post-80s crowds. I have been studying local culture, and the post-80s screenwriter Zheng Yu said: "Nostalgia is a hobby of two kinds of people. One is a thorough old man, our previous generation or another generation, the other is like we just Growing up, when youth is not over, I begin to remember people who were young." Therefore, nostalgic toys are actually toys for adults.
How should a nostalgic toy be defined? People of different ages have different understandings of nostalgia. Zheng Zheng recently opened a "toy" store named after his childhood address - "Twelve Lanes No. 3", which collects toys loved by children from different ages. As can be seen from customer feedback, the preference for toys is often related to the background of the times. People in the 1950s and 1960s had special feelings for DIY toys, such as wooden pistols, bullets, or sandbags, rubber bands and other collective games. At that time, there was a lack of materials, and many times they needed self-sufficiency and toys. In the 1970s and 1980s, the toys that people missed were relatively physical, such as tin toys, dolls, and marbles. At that time, the materials were not as rich as they are now. These are the parents who have economic conditions to buy, which is precious.
For childhood toys, everyone has a feeling of love and nostalgia. For grandparents and grandparents, I will buy them for my grandson to tell my story as an entity; 20-30 years old start working independently, see these toys are very intimate, and will buy back to collect. Zheng Yu said with emotion: "With the entity, it is easy to pass on a culture."
Tin toy is more than nostalgic
As early as a few years ago, the creative boutique Benshop began collecting hot iron toys from the 80s. Like the ping-pong pairing machine, the vertical shooting technique, the flexible posture you enter and retreat, all come alive; the small bus with the Volkswagen logo, the desert sun cactus on the roadside, the carousel with children's paradise Ferris wheel, embossed, the car naturally follows the road... Although there is no modern toy high-tech, all the above clockwork is the driving force, its lifelike shape and simple and happy life fun, always fascinated by the owner Ben.
It is a nostalgic toy of the 80s, and people who like it span the 70s and 90s. Ben felt: "These so-called old toys were designed by the adults to play with the children. They are designed according to the nature of the children, but the manual production and materials determine that it is safe on children's toys , but it is colorful and resistant to throwing. The sound is simple and fresh, these are just the nature that humans like, so we will not be consciously attracted to it.†In theory, tin toys do not belong to the 1990s, but often go to the store after the lingering 90 will also produce an illusion, I think these are their nostalgic toys.
Among Benshop's creative products, there are many things that are filled with childhood memories after 70 and 80. Single-line books, double-line books, generous grids, paper-cut lampshades, and clean-lined lacquered kettles may not be behind in the previous designs. Ben used to be an advertiser who needs creativity all the time. Every time he looks back at these childhood toys and items when he has no creativity, he will be inspired. Ben believes that nostalgia is not only a nostalgic past: "When material is rich to a certain extent, people lack creativity, and looking back at the previous design is also a way to inspire."
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