![\"igrushki\"](\"http:\/\/blogs.dickinson.edu\/digitaldomostroi\/files\/2015\/04\/igrushki-300x228.jpg\")
<\/a>Children\u2019s World exemplified Nikita Khrushchev\u2019s attitude toward consumption, which in many ways was a reprisal to the consumerist opportunism of the Stalinist era. A byproduct of Stalin\u2019s great purges, fluid conditions of social mobility afforded to some the material comforts of what Soviet ideology promised for all in slogans such as \u201cLife is getting better.\u201d<\/a> Khrushchev was disgusted with these empty and misleading proclamations, which he dubbed the \u201cvarnishing of reality\u201d (lakirovka<\/em>), and instead sought a different approach to consumption. He sought to channel Soviet consumers\u2019 so-called uncontrollable desires for individual wealth to a more rationalized approach to acquire simple, yet quality material goods. Unlike western advertising and product placement in entertainment, it was Soviet culture\u2019s job to direct consumers toward a line of Soviet products that were safe from the commoditized excesses of capitalist branding.<\/p>\n Children\u2019s World was just one small part of the massive, ongoing post-World War Two rebuilding project, which attempted to both memorialize the past, yet provide new opportunities to completely remake the Soviet landscape. Children\u2019s culture became a great vehicle to represent the post-war rebirth of the Soviet Union, and at the same time, convey a separation with the past. Younger generations by way of their age could not be culpable or implicitly linked with Stalin\u2019s reign. It is no coincidence that the Children\u2019s World of Khrushchev opened on the same corner as the Lubianka headquarters, whose prison was closely associated with Stalin\u2019s name.<\/p>\n Children\u2019s World was just one small part of the massive, ongoing post-World War Two rebuilding project, which attempted to both memorialize the past, yet provide new opportunities to completely remake the Soviet landscape. Children\u2019s culture became a great vehicle to represent the post-war rebirth of the Soviet Union, and at the same time, convey a separation with the past. Younger generations by way of their age could not be culpable or implicitly linked with Stalin\u2019s reign.[2]<\/a> It is no coincidence that the Children\u2019s World of Khrushchev opened on the same corner as the Lubianka headquarters, whose prison was closely associated with Stalin\u2019s\u00a0name.<\/p>\n In today\u2019s Russian Federation, The Central Children\u2019s Store chose to engage this proximity with the Lubianka headquarters as part of its advertising campaign. They promoted the reopening of their store with an online commercial that features two children interrogating their parents.<\/p>\n![\"central](\"http:\/\/blogs.dickinson.edu\/digitaldomostroi\/files\/2015\/04\/central-store-_moscow-times-300x225.jpg\")
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