... of objects, ideas, places and persons, as they occur in the context of pretend play. Design/methodology/approach Data were gathered from ethnographic fieldwork in a local preschool in Japan. Two classes of five-year-old children (both boys and girls) were observed over four months. The theoretical...

...Brian Young; Mayumi Takahashi Purpose – The aim of this article is to examine the topic of mothers' consumption, particularly how mothers of young children as primary caregivers are involved in contemporary consumer culture in Japan, by using the concepts of “caring consumption” and “ideological...

...Nana Sato; Yuko Kato Reports on Japan, a country in which the falling birth rate gives marketers some interesting opportunities. Explores how smaller numbers of children leads to more money being spent on each, in particular the “six pockets” or six sources of financial support that children have...