The race to the toy box

Nov. 2 may be a chance to change or affirm the nation’s government, exercise the voting rights for which generations of Americans died, and shore up the foundation of this democratic republic. But it’s also an excellent marketing opportunity. It’s possible to get small stuffed bears featuring the likenesses of George W. Bush and John Kerry for the kids, or chew toys shaped like their heads for the dog. Those who want to gamble on the election with more than their vote can get a deck of Bush Cards, featuring the incumbent and members of his administration, or a Kerry deck, loaded with Democrats. Those who didn’t get enough back-and-forth from the candidates during the three televised debates can opt for a hand-held toy that has Bush and Kerry trading jabs like miniature Rock ‘em Sock ‘em robots. (A word of warning about the design: it’s probably unavoidable, but Bush’s right hand sometimes gets stuck on Kerry’s chin.) Or for those who want a little music, a jack-in-the-box features Bush popping up behind a podium to the tune of “Hail to the Chief.” For those who think the standard campaign button isn’t enough of a fashion statement, they can hang DemTags around their neck – a cross between the standard government-issue dog tag and a black-and-white statement in favor of the Democratic challenger or voting. The Kerry Waffle Watch, which isn’t very good for telling time but makes a good conversation starter, features the Democratic senator flipping breakfast food and accuses him of “Wafflin’ since 1984.”

A magnetic Bush, with or without clothes, can hold up grade school art projects on the refrigerator or share space with the magnet with the number for pizza delivery. The freezer compartment can be stocked with star-spangled ice cream.

This quadrennial bonanza of toys, buttons and other campaign items isn’t new. It has been around since at least the 1840s, when supporters of William Henry Harrison sold small log cabins to promote his presidency, said Harry Rubenstein, a curator of political collectibles at the Smithsonian’s Museum of American History.

“Part of it is the nature of American politics,” Rubenstein said. “It’s a combination of a deliberate, thoughtful electorate trying to select a leader, campaigns built on interest and excitement, and the American entrepreneurial spirit.”

The Smithsonian collection includes more than 90,000 items from the national elections. Every four years, Rubenstein and fellow curator Larry Bird travel to the Democrats’ and Republicans’ national conventions to check out the paraphernalia being sold and given away.

Rubenstein believes that technology always prompts a few changes in political items.

A few years ago, “talking” items could only say a few stock phrases. Now with digital technology, they can go on, and on, and on.

The Internet is also allowing greater distribution of the candidate’s official items, like buttons and bumper stickers, and the items for or against a candidate by private vendors.

“It used to be, in the 1960s, you’d go into a campaign headquarters and it would be a little shop,” he said. “They would not only have buttons and signs, they’d have watches and jewelry and cigarette packs and anything you could stick a candidate’s face on.”

Now, campaign workers can be hard pressed to come up with a button, he added.

While the parties are more selective about what sort of items can be sold at their conventions and offices, the marketplace steps in to offer some of the more edgy or risque items because, Rubenstein says, people love that stuff.

In small shops like Boo Radley’s in downtown Spokane, or over the Internet, it’s possible to pick up the naked Bush refrigerator magnet set or the candidate’s head chew toy a dog will eventually devour.

Buttons branch out from the official red-white-and-blue offerings of the candidates to the more critical or satirical messages and pictures.

A clerk at Boo Radley’s allowed as how the store seems to have more buttons critical of Bush, but wasn’t sure if it was a nod to the clientele, or the fact that Kerry doesn’t often say things that will fit on a button.

“It comes and it goes how nasty campaigns have been,” Rubenstein said. “There’s always been an element of these little novelties that support your candidate and deride your opponent.”

But more nasty in 2004 than ever? He doesn’t think so.

In 1996, the Dole campaign had a Bill Clinton paper doll that was designed to be torn apart. And the same entrepreneurial spirit that drives the market acts as a check on the most graphic items.

Political paraphernalia is designed to be worn or displayed, he said.

“Usually it’s not too sexually explicit or racy or whatever, to the point where people would be embarrassed to wear it,” he said.

For the election’s winner, there’s always a market that extends into the future, when positive campaign items double as support by the administration’s fans and the negative items can provide solace for its critics.

For the loser, well, look for significant markdowns on Nov. 3.