As a child, I was an avid collector of My Little Pony and Care Bears, despite the fact that my only regular source of income was the occasional envelope on birthdays and Christmas. Even then I couldn't just have one. I needed them all. It fell to my parents to bankroll this craze. I remember my father driving from one toy store to another to find the elusive Birthday Bear (a mustardy-coloured Care Bear with a cupcake on its chest). It was the only one I didn't have. If the Internet had been around we would have found one instantly, but my father’s dedication to the task was admirable. Father of the Decade, I say.
Advertising played a part.