Last week I popped into the American Girl store in Manhattan, the giant consumer temple that sells wholesome “all-American” dolls and clothes. As I queued to buy 6in replicas of a cheerleader costume and football suit, I could not help but chuckle: between the red, white and blue, there was a tag saying “Made in China”. Those American Girls were not so “American” after all.
It is a telling metaphor for a much bigger economic, cultural and political dilemma stalking the western world. Over the past decade, a growing proportion of the manufacturing processes that used to occur in the US and western Europe have moved elsewhere. Last week, for example, the economics consultancy IHS Global Insight calculated that in 2010 China displaced America as the largest manufacturer in the world – the first time that the US has lost this top slot for 110 years.
And the list of goods involved in this shift is growing longer by the day. According to a recent piece of analysis by Newsweek magazine, a host of seemingly American items are no longer produced in America, such as Barbie dolls, Hummers, gumball machines, Wurlitzer jukeboxes, Levi’s jeans and Converse All Star basketball boots. Even Spalding basketballs – the official ball of the NBA – are not truly “American”, since they are stitched offshore.