Mimetic Production in YouTube Toy Unboxing Videos

Abstract

This article contributes to research on children’s participation on social media by analyzing “toy unboxing” videos. Toy unboxing videos are a popular genre on the video-sharing platform YouTube, in which children and adults record themselves unpacking and reviewing various commercial toys. Emerging research in this area has focused on case studies of how these videos are consumed within the home as a means of augmenting offline toys and play practices, or, more commonly, on case studies of how these videos fit within YouTube’s broader economies of play and performance. Drawing on data produced through a content analysis of 100 recent toy unboxing videos, this article analyzes the place of c..