As World War II was over, the US economy rose high. During the 1950s – 60s, Americans felt especially confident about their future, and about 76 million of new babies were born in this period. Today, baby-boomers make up about 40% of the American population, which creates concerns about so many people retiring at the same time. Since the 1970s, the birth rates have steadily dropped in most developed countries, and the number of aged people now prevails in the US.
The generation of baby boomers played an important part in social movements of the 20th century. Having come of age in the 1970s, boomers supported the Civil Rights Movement, protested against the Vietnam War, and pushed forwards the second wave of feminism. Some part of baby boomers fell out of political life and became hippies. Baby boomers were of a prior concern to marketers. A large group of consumers needed specific products, therefore, selling toys was increasingly profitable in the 1960s.