B. The personal benefits (of purchase)
The consumer seeks to manifest the different personal benefits of purchase or acquisition of toys within five principal areas - the family, the pedagogical environment, the technological environment, the market (advertising) and Art.
In his book “Toys and Culture”, Sutton-Smith (1986:242-244) gives a brief description of four of these spheres where the benefits are obvious and visible to the consumer. I have chosen to include an additional fifth sphere, Art, in which the consumer is able to fulfil all his most fantastic, creative dreams - if, that is, his imagination extends that far!