Model E-1 'Electric Build-it Set', USA, 1956-1960.
© Science Museum / Science & Society Picture Library
Educational toy aimed at boys, made by Electric Games Company, Holyoke, Massachusetts, USA. In the post-war period, toys and games reflected the changing social climate as the world passed on from austerity to increasing affluence. In the 1960s the toy industry prospered through the ability to mass produce metal and plastic toys in a consumer-led market. Much of this new demand was a result of the tremendous impact of both television and the cinema in generating mass-markets for licensed merchandise.