When Mattel hired a new CEO in January 2017, it's no surprise that the company looked to Google, selecting its president for the Americas with responsibility for Google's commercial and advertising sales operations. Most analysts agreed that the appointment heralded Mattel's commitment to its innovations in internet-enabled toys and virtual reality, but the appointment underscores the shift in focus from making great products for you to collecting great data about you.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 832