In 1995 the Disney Corporation opened its ﬁrst New York store. One dark, rainy afternoon I traveled to its inauspicious location in the Staten Island mall. I was a Disney novice, unexposed, even as a child, to its vast inventory of products. Not knowing what I would ﬁnd, I knew only that I hoped to discover here some means of critical attention. I hoped to ﬁnd a way to see how corporations so successfully yoke us, and our children, to themselves.