Character toy as socio-cultural values carrier: comparative analysis of Soviet and modern toys

Article presents specifics of modern character toys in comparison to last century's toys. Short history overview of native toys is presented. Role of a toy as a medium of cultural values and norms communication to children is analyzed. A special role in this process a doll plays, as a model of human image / character. Comparing a typical Soviet doll and a popular modern doll Braz the change of a human image that culture transmits to children is shown.