Box Brown explores how corporations have manipulated our fandoms in this 2023 non-fiction graphic novel. While Brown explores the affects of propaganda on the American populace during the two World Wars, his focus is on toys because many of those psychiatrists who used science to ideally heighten pro-American sentiments ended up being hired by advertising agencies after the conflicts. In between the first World War and the attack on Pearl Harbor, women were the primary targets of those advertisers. However, with the baby boom after the fall of Japan, companies were made aware of a brand new untapped market: children.It turns out that our tiny undeveloped brains cannot tell the difference between the fictions of a TV show and the commercials that fill in gap time. So when a kid sees Superman telling kids that Wheaties is the only cereal for him to eat, they believe that in order to be just like the Man of Steel, the kiddies need to eat Wheaties too! This blending of the two types of media got so bad that restrictions were made by the FCC, thanks to a bunch of angry moms, that prohibited children's programming from being essentially a 30 minute commercial for products. There were a few exceptions like Sesame Street, which was considered educational for children and being on public television, never ran commercials. It's also why during the 60s and 70s, that TV shows like Laugh-In, which was clearly for more mature audiences could appeal to children on lunch boxes and trading cards. It wasn't considered kids programming, so those shows could license out products meant for kids. It also explains why the 1970s was the best decade for cartoons.
This all changed in November, 1980. Ronald Reagan became President and he appointed those to head the FCC who opposed the restrictions on advertising to children during the Saturday morning cartoons and after school programming. Mattel was about to launch a new toy line that promised to rival Kenner's Star Wars behemoth, Its main character was called He-Man. However, capturing the imagination of the youngsters who would demand mom and dad buy it for them would be no easy feat without able word of mouth and frequency on the airwaves. With FCC deregulation of kids programming, Mattel was able to produce an animated series that would essentially be a 22-minute commercial for the Masters of the Universe toyline.
Thanks to the series produced by Filmation, He-Man and the Masters of the Universe became a cultural touchstone for children in the mid-1980s. I should know, I was on of those kindergartners who started to drop their Star Wars figures and instead pickup a He-Man and a Skeletor figure. I still love the original He-Man series. I've bought massive omnibuses containing the entire run of mini comics inserted with each action figure. I also have a book devoted to the seldom seen newspaper strips. I'm currently on the hunt for the comics produced by Marvel imprint, Star Comics, without going bankrupt doing so.
While my love for He-Man hasn't diminished reading this historical account of pop culture in the 20th century, I am chagrined to see how much I have been manipulated by Mattel, Kenner, Hasbro and the likes. Eternia's Prince Adam doesn't say 'By the power of Gray Skull. I have the power.' to become He-Man, though it helps. That was an ear worm planted by toy designers to trigger something in our little pea brains to want to consume more Masters of the Universe merch! The same goes with 'Yo, Joe!', 'Thundercats, Ho!' and so many other catch phrases of my childhood.
I'm almost mad at Box Brown. I've enjoyed a lot of his previous works. But with The He-Man Effect, I feel like he exposed the man behind the curtain. There was just a little too much of Adam Ruins Everything that destroyed some of the magic of my youth. The book does explain very well why we get upset when our favorite childhood franchises are rebooted or made 'woke' with diverse casting changes or switching genders of characters. But what I'm most upset about is that these toy lines and animated series that were bright spots to a childhood fraught with bullying and abuse, weren't there to make me happy and secure. They were created to make people rich. Thanks to Box Brown, the truth about my childhood heroes is that they weren't there to protect me. They just wanted my money.
Worth Consuming, but man does it hurt.
Rating: 7 out of 10 stars.