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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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A Jewish philanthropist funded this pioneering school for Black students. Now it’s getting a second life.
A small Kentucky town has saved a piece of Black history, with a little-known Jewish connection.
This summer, Sadieville, Kentucky — population 320 — opened an exhibit in a one-room schoolhouse that served Black students during segregation.
Built between 1917 and 1920, the school was partly funded by Jewish philanthropist Julius Rosenwald, an owner of Sears, Roebuck and Company who gave much of his fortune away as part of a collaboration with the influential Black educator Booker T. Washington.
The Sadieville school was one of 5,000 schools for Black students across 15 states that Rosenwald helped fund. The schools transformed Black education across the rural South during the Jim-Crow era, dramatically improving students’ literacy rates and economic mobility.
But today, many of the schoolhouses are in danger of abandonment. As preservationists seek federal recognition of Rosenwald schools in Congress through a proposed national park, the residents of Sadieville took matters into their own hands.
“It is one of our little special treasures that we have here, because there are so few of them remaining in the United States,” Laura Centers, Sadieville’s city clerk, told the Forward. “We want to protect our history.”
Recently introduced legislation in both the House and Senate would help protect that history nationally, but both bills have languished in committee. To pass, they will need Republican support — at a time when the National Park Service is already dealing with staffing shortages and a slim budget. So far, Rep. Rob Wittman of Virginia is the only Republican to sign on.
Sadieville would not be included in the proposed national park, which would initially cover three schools in Maryland, South Carolina and Virginia, along with a headquarters in Chicago. But Dorothy Canter, a retired biophysicist who leads the Rosenwald national park campaign, said local preservation efforts are still essential to the broader movement.
“It helps the campaign because it’s a part of history,” Canter said. “It’s part of Sadieville history.”
As one of more than 150 Rosenwald schools in Kentucky, the Sadieville school operated until integration in 1954 — the year of Brown v. Board of Education. Pioneering journalist Alice Allison Dunnigan, the first Black woman to receive White House press credentials, taught at a Rosenwald school in New Hope, Kentucky.
Getting the Sadieville school in shape for visitors was not easy. During a 14-year renovation of the schoolhouse, the town dealt with termite damage, replaced the pine floors, restored the building’s foundation, patched the drywall on the walls and ceiling, rehabbed windows, and replaced doors.
The town also added historically accurate furnishings, including a chalkboard, desks scattered across the room, and a coal stove for heat. Because the school lacked electricity, large windows provided natural light. The sparse decor includes a photo of Abraham Lincoln and a book about Nicodemus, Kansas, a Reconstruction-era Black farming town founded by a group of formerly enslaved people who fled Kentucky seeking land ownership.
The project was funded by a combination of community donations and national support, with a $10,000 grant from Toyota Motor Manufacturing Kentucky, $7,000 from the National Trust for Historic Preservation, and $2,000 from Friends of Sadieville, Inc.
Staffing the exhibit in such a small town is also a challenge, Centers said. The school opened to the public for only two days this summer. After the initial unveiling on June 19 — in honor of Juneteenth – it will open again on August 15.
But Centers hopes those two days will generate enough interest to justify opening for more days next summer.
The exhibit is meaningful for the entire town, she said, but especially for Rosenwald students’ descendants.
“We just want to get the word out there that we do have this,” Centers said. “It’s important to a lot of people’s history.”
The post A Jewish philanthropist funded this pioneering school for Black students. Now it’s getting a second life. appeared first on The Forward.
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‘Time to double down’: Why AIPAC sees El Sayed’s win as a sign to spend still more
Abdul El-Sayed’s narrow victory over Rep. Haley Stevens for an open Michigan Senate seat prompted an immediate split reaction as the Democratic Party endures a historic internal fight over U.S. support for Israel.
To progressives, the result showed that even more than $60 million in outside spending — including more than $30 million by AIPAC, the largest investment it ever made in a single race — could not stop a candidate who made opposition to Israel and its U.S. lobby a defining theme of his campaign.
To AIPAC and its allies, the one-point margin proved that their spending kept what could have been a much bigger defeat within reach and prevented a broader progressive landslide.
The race was widely viewed as the clearest test yet of the Israel advocacy campaign group’s political influence after months of progressive victories by candidates who have condemned Israel and made inflammatory rhetoric — including using the terms “genocide” and “apartheid” to describe its conduct. But instead of getting to a decisive verdict, Tuesday’s primary left each camp more convinced than before they are on the right path.
For El-Sayed’s supporters, simply defeating an incumbent backed by the Democratic establishment and AIPAC was historic. Citizens Against AIPAC Corruption, known on social media as “Track AIPAC,” declared the primary season “a repudiation of the idea that our democracy is for sale” by the power of grassroots organizing.
Former Rep. Andy Levin — who lost his own primary in 2022 to Stevens because of AIPAC mass spending — said Democratic voters are increasingly frustrated with special-interest money and that El-Sayed effectively turned opposition to AIPAC into a winning political message. “It worked,” he said.
But AIPAC and its allies see no reason to rethink their strategy.
AIPAC President Bernie Kaminetsky struck a defiant tone in an email to members after the race was called on Wednesday morning. “This narrow loss stings,” he wrote, “but her defeat doesn’t change our principled opposition to the dangerous policies El-Sayed wants to bring to the U.S. Senate.”
Kaminetsky called the fight “generational,” telling supporters that the organization remains committed to defeating El-Sayed in November and defending what it contends should be a bipartisan pro-Israel consensus. “Our conviction will not be measured in a single race or a single cycle,” Kaminetsky wrote. In a fundraising email, AIPAC used the phrase, “When we get knocked down, we get right up and back in the fight,” before adding: “It’s time to double down.”
That response suggests AIPAC views Michigan less as a repudiation than as evidence that its intervention still mattered — preventing what could have been a far more decisive rejection by voters of the Democratic establishment. The group’s super PAC, United Democracy Project, is reportedly weighing additional spending in the general election to boost Republican Mike Rogers against El-Sayed. It would likely be joined by other groups, including the centrist Democratic groups Third Way and Welcome PAC, as well as the Republican Jewish Coalition.
However, backing a Republican in one of the nation’s most important swing states would also carry political risks. It would reinforce critics’ argument that AIPAC has effectively picked sides in partisan politics. The group has already become increasingly controversial among mainstream Democrats for backing pro-Israel Republicans who joined President Donald Trump’s crusade to question the 2020 election results. The Gaza war has only intensified that backlash, as Democratic voters have increasingly rejected U.S. policy supporting Israel.
If AIPAC is signaling it will double down, El-Sayed is doing the same. In media appearances Wednesday after clinching the nomination, he gave the progressive base that carried him to victory more red meat.
In a CNN interview Wednesday night, he said his opposition to U.S. military aid for Israel also extends to defensive systems such as Iron Dome, arguing there is no meaningful distinction. “I don’t believe that there’s really a difference between offensive or defensive weapons,” he said. Israel’s Iron Dome first started under the Obama administration in 2011 and is credited with saving countless lives, intercepting most of the short-range rockets and missiles fired indiscriminately at civilians by Hamas, Hezbollah and other Islamic terror groups. El-Sayed said American tax dollars should be spent on priorities in Michigan rather than “fund foreign militaries.”
CNN commentator Van Jones argued that El-Sayed’s support for a complete military embargo on Israel gave Israel’s advocates a legitimate reason to oppose his candidacy. “This guy is saying that the U.S. government can’t even sell defensive weapons to Israel, which would make Israel completely defenseless,” he said on an election night politics panel. “Now that would be a reason for a group of people who care about Israelis to say this is not our guy.”
Echoes of Mamdani, but a different electorate
The reaction to Tuesday’s results echoed the approach many Jewish organizations and moderates took after Zohran Mamdani won the Democratic primary for New York City mayor last June.
Mamdani’s campaign roiled the Jewish community more than any mayoral contest in recent memory. He faced the most scrutiny for refusing to outright condemn the slogan “globalize the intifada” and for saying he doesn’t recognize Israel as a Jewish state. But he didn’t back down. Mamdani’s stance on the conflict in Gaza resonated with a majority of voters. He also enjoyed support among progressive and younger Jews who saw his criticism of Israel as compatible with Jewish values of justice. Mamdani was elected in November with just over 50% of the vote and has repeatedly come under scrutiny from Jewish leaders over his handling of antisemitism and anti-Israel protests.
Like Mamdani’s rise in New York, El-Sayed’s victory demonstrates that candidates running to the left of the Democratic establishment can overcome intense opposition.
Speaking with reporters on Wednesday, Mamdani said: “I am proud to be part of a movement of politicians and candidates who are looking to put working-class Americans back at the heart of our politics.”
But the comparison has limits. New York City is overwhelmingly Democratic, where the primary is often the race that decides the election. Mamdani also benefited from a fractured opposition and an unpopular rival. El-Sayed faces a different political reality. Michigan remains a politically divided state, and Republican Mike Rogers — who narrowly lost a Senate race in 2024 — held a small lead versus El-Sayed in several polls conducted before Tuesday’s primary. El-Sayed has no guarantee of winning the general election.
Amid the uncertainty of the ultimate outcome of the Michigan Senate race, neither side is retreating.
El-Sayed’s narrow margin has set up the next phase of the fight over the direction of the Democratic primary and U.S. support for Israel with fodder to claim to speak for a majority of voters and new ammunition.
The test of who’s right won’t end in November. Progressive activists are increasingly turning their attention to toppling Democratic leadership, arguing that House Democratic Leader Hakeem Jeffries and Senate Democratic Leader Chuck Schumer are too closely aligned with AIPAC and out of step with the party’s base. Schumer embraced El-Sayed only after the primary and said he was looking to lead a “big-tent” party to victory. Jeffries has not publicly weighed in.
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Is it time for a Wendy Wasserstein renaissance?
Is it time for a reassessment of Wendy Wasserstein’s 1997 An American Daughter, which she described as “darker” than her 20th century hits? On Aug. 11, when La Femme Theatre Productions opens the first major New York revival at the Signature Center’s Irene Diamond Stage, audiences will find out.
Wasserstein was among the most commercially successful female theater artists of the 20th century. Along with Lorraine Hansberry and Lillian Hellman, she was one of few women to open a play directly on Broadway. According to an interview with Wasserstein in The Paris Review, she received the biggest advance ever given to a straight play for 1992’s The Sisters Rosensweig. (It lost the Tony for Best Play to Angels in America.)
And yet since her death from cancer at age 55 in 2006, (the same year as Betty Friedan, who scolded her about the end of her 1989 play, The Heidi Chronicles, where Heidi gives up her career to adopt a child) she has been sidelined. In the 1980s and early 1990s, Heidi, and her other big plays, An Uncommon Woman and Others, Isn’t It Romantic?, and The Sisters Rosensweig were considered paradigm changing. They told the stories of elite women navigating the enormous social changes second-wave feminism wrought. No other American playwright so consistently created worlds in which women — Jewish and not — juggled relationships and careers.
Written in the mid-1990s, An American Daughter is different. Sometimes described as Wasserstein’s most political play, it was her first work to be set outside of New York. The Beltway comedy-drama emerged out of her frustration at the backlash against feminism and the scandals tanking women in the Clinton era, such as Hilary’s Cookiegate and Zoe Baird’s Nannygate. And while An American Daughter is, like Wasserstein’s earlier work, autobiographical, it sounds different. Angrier. While Wasserstein was writing it, she was struggling to have a child as her sister, Sandra, was battling cancer. (A year after An American Daughter, she would conceive.)

The Hilary/Zoe figure is Lyssa Dent Hughes, a nominee for surgeon general whose life gets overturned by a media scandal after she admits on camera that she ignored a jury summons. The DC types who line up or fall away include her best friend, her husband, her father, a pro-life senator from Indiana, her best friend, a Black Jewish oncologist, a gay conservative modeled after Andrew Sullivan and a third- wave feminist modeled after Naomi Wolf.
Jean Lichty, the artistic director of La Femme, who plays Lyssa in the revival, believes An American Daughter deserves another look. “This is a deeply felt important play about social, political and class divisions,” she said in an interview.
Maybe so. Although the play’s politics sound quintessentially 1990s, it also anticipates our mob and media driven politics. After Lyssa describes her mother in an interview as “an ordinary Indiana housewife,” women in Indiana turn against her. It doesn’t matter how great her liberal policies are.
Still, I wonder if this production can overcome Wasserstein’s conflicted reputation. The critic Adam Kirsch pointed out years ago that she “is a descendant not just of Neil Simon but of all the family playwrights of the 1950s.” Yet unlike Simon and, say Arthur Miller, during her lifetime, critics derided her for being too glib. About her 1992 play, The Sisters Rosensweig, the critic and director Robert Brustein said “wisecracks come too easily to her.” A 1994 New York Times article wondered how a play about “bickering middle aged Jewish sisters” was selling out.
Some producers judged her plays “too New York,” which she retorted was code for too Jewish. Even worse, magazine features regularly mentioned her giggling, her weight, her single status, and her age, as though they explained something. She’s “pushing 40,” Newsweek proclaimed in 1989. A 1993 New York Magazine profile announced: “She’s finally starting to feel comfortable with herself. She recently lost 40 pounds.” These details remind me of the ones used to discredit Betty Friedan. They point to the way the press collaborated in minimizing women writers well after second-wave feminism supposedly eradicated it.
Moving towards a new way of writing
About the 1997 production of An American Daughter, Wasserstein told an interviewer she had wanted to write something that “was not just Jewish jokes.” And in part because the Jewish comedy and characters in it are darker than, say, The Sisters Rosenswieg, some critics judged it to be her strongest play. But it’s ultimately a strange piece of theater. It seems like it is moving towards another way of writing, which we didn’t get to see because she didn’t live long enough.
Like Heidi Holland, Lyssa, the central figure in An American Daughter is not Jewish. She is a fifth-generation descendant of Ulysses S. Grant. And yet the play, which is set during Rosh Hashanah, contains more direct Jewish references than Wasserstein’s earlier ones. The Jewish characters operate differently — the stakes for outsiders trying to be inside are different in political circles of court. But the balancing act feels most acute in one character who is unique in Wasserstein’s oeuvre — Lyssa’s BFF, Judith B. Kaufman, a Black Jewish oncologist (and a convert) who quips that she “has endured every in vitro and hormone treatment known to modern medicine.” (In a 1995 reading of the play, Whoopi Goldberg played this role.)
Wasserstein wrote in the introduction to the published version that Kaufman — one of her few Black characters — is the one “emotionally closest” to her. Daniel Sullivan, who directed the 1997 production, said in an interview that, with Kaufman, “she [Wasserstein] is drawing so much from herself.”
And yet this is not just autobiography plopped on stage. Perhaps she was influenced by Tony Kushner’s Angels in America, which ran on Broadway in 1992. Regardless, Wasserstein engineers some of the play’s most unnerving tonal swerves around Kaufman, swerves that bind questions of gender to those of race in ways that are unlike anything she had ever written. One minute, Kaufman is confessing to Lyssa her failure to drown herself during the Jewish ritual of Tashlich, the festival of regrets, during Rosh Hashanah. The next she is making a joke. And a few lines later, Lyssa is delivering a harsh rebuke that seems more like something from a play of ideas.

This sequence starts with Kaufman recounting to her friend the ritual where Jews throw breadcrumbs into water to absolve their bad acts. As she tells Lyssa, she throws her muffin top into the Potomac chanting “‘…Oh Lord, my God, the Lord is one, I’ve wasted my life,’ and I jump in.” Then she sees a box of donut holes, which cheers her up. She gets out of the water. But here Lyssa seems to snap: “What gives you the audacity to believe you’ve failed if you can’t make life or stop death?”
The moment seems like more than a friend’s rebuke and more like a white paper on the aftermath of feminism. And it may be what made critics of the 1997 production write sharp critiques such as Wasserstein “doesn’t know entirely where she’s heading or how to get there.” But I think such a hairpin swerve — a moment where it’s not clear if you are supposed to laugh or gasp — is exciting. I think Wasserstein wants me to be unsettled by Kaufman. She wants me to ask what it means to be a Jew and what success and failure mean. Such moments are there to show how desperate women are, how hard they are on each other and themselves. And how in the drive to remake the world, we have misunderstood what’s important. And how although there are fewer ways to live than we think, we still have choices.
Another Jewish character, Lyssa’s philandering professor husband, Walter Abramson, is only slightly less unnerving. He studies the sociology of the elites and declares himself agnostic. (“I was Jewish until I was bar mitzvahed.”) He is the opposite of the callow Scoop Rosenberg in The Heidi Chronicles who abandons Heidi Holland for a Jewish girl. Abramson has amplified his assimilation by marrying a non-Jew. And — I wonder if I’m imagining it —Wasserstein seems to link his philandering to his assimilation.
Navigating the upheaval of a generation
Wasserstein’s Jewish roots were, like many Jewish artists and writers born after the Holocaust, complex. She was born in 1950 in Flatbush, the youngest child of immigrant parents. Her father, Morris, ran a successful textile factory with his brother and patented velveteen. In Wasserstein’s telling, her mother, Lola, sounds like a cliché, making Wendy take dance lessons and comparing her unfavorably to her conventionally successful siblings, Georgette, and Bruce, who would become a financier. Less cliché are two half siblings ‚ the children of her mothers previous marriage to her uncle ‚ Sandra, and a developmentally disabled half-brother Abner who she first met in her twenties.
The family moved to the Upper East Side when Wasserstein was 12. She attended The Calhoun School, where she wrote skits to get out of Phys Ed. Next was Mt. Holyoke, where she got terrible grades. In 1973, she was accepted to The David Geffen School of Drama. She was the only female playwright in her class. “I decided I wanted to see an all-women’s curtain call,” she recalled at a moment when hyper-masculine playwrights were all the rage. “There were an awful lot of would-be Sam Shepards, and Wendy felt a little left out,” her friend, the playwright Chris Durang, told The Paris Review.
In 1989, after The Heidi Chronicles won a Pulitzer and a Tony for best play (the next woman to win the Tony for Best Play would be Bess Wohl, whose 2026 play, Liberation, about second-wave feminism, closed early) radical feminist journalists and scholars scorned Wasserstein’s realist dramaturgy, charged her of ridiculing the movement, of writing heroines who were more acted upon than acting. Although after her death some reconsidered when the last major revival of Heidi in 2015, closed early, The New York Times proclaimed that the ideal of “having it all” no longer captured anything about the zeitgeist.
It’s true that Lyssa doesn’t so much rail against the unfairness of the media circus destroying her as tolerate it. Until she doesn’t. (Some critics of previous productions called her a cipher and others that the play was too topical.) But to me it’s real. Moreover, I can’t think of another play showing middle-aged women in a larger context than The Family Drama. Much less one dealing with the backlash against second-wave feminism with multiple Jewish characters.
Moreover, Wasserstein’s realist dramaturgy may be old-fashioned but few American playwrights deal so frankly with daughters — including Jewish daughters —navigating the upheaval of the 60s and 70s and sometimes ending up alone. Wasserstein never underestimates the cost of sticking to your principles. Lena Dunham has said she was fascinated by Heidi.
An old play in a new era
Wasserstein herself thought the negative reviews of An American Daughter were sexist. In 1997, most of the first night theater critics were men. Newsday’s Linda Winer, the only one to review An American Daughter positively, described it as reminiscent of George Bernard Shaw. I think a better comparison is the one Wasserstein herself made. She called Henrik Ibsen her “postfeminist muse.” Like Ibsen’s characters, Wasserstein’s can seem like symbols one minute and real people the next. They often wind up alone with their convictions.
It will be interesting to see how the play is received now, when the chief critics at The New York Times and The New Yorker are women. And interesting too to see how audiences respond to it in a postfeminist world where Jewish plays of the moment are about Oct. 7 or the Holocaust.
Plus ça change is the point of view of Jean Lichty, who became interested in the play after Kamala Harris lost the presidential election. “I was devastated by Hillary. I was twice as devastated by Kamala,” she said in an interview, adding that the play’s rage appealed to her.
Lichty stresses that the cast is older in this production. “I think that raises the stakes.”
But the big difference is that the script is revised from the 1997 one, especially Act II. The production weaves together eight drafts that Wasserstein did during rehearsals of the play in regional productions, including Chicago’s Organic Theatre, and the 2000 teleplay starring Christine Lahti. (It’s worth mentioning that, even revised, the regional productions received mixed reviews.)
The Wasserstein estate approved the changes and Andre Bishop, the former artistic director of Playwrights Horizons and co-executor of the estate, came to rehearsal and gave notes.
Maybe the most notable change is that whereas in the 1997 New York production, Lyssa stays with her cheating husband, the 2026 version ends with the two female friends.
JUDITH: What will you do now?
LYSSA: I don’t know. Same as you. Rise and continue.
She is quoting a letter from Ulysses S. Grant to his wife, Julia Dent Grant, for whom Lyssa is named.
If this ending seems ambivalent it is also real. It gives a consolation that doesn’t seem phony: You have to live with regrets and compromises and go on.
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