Collective fear was very real during the Cold War. A plastic badge advertising a peace march in 1980 that was found in Vaakunakylä is taken as a starting point to discuss collective fear. The arms race pushed people to join together in opposition of nuclear war. Ritual activity, and the need to gather together may be due to collective fear in the deep past as well. This chapter also theorises on the emotional impact left by the Cold War, and the way leadership utilises fear as an instrument of control. The Cold War produced a new sense of urgency, which may have influenced the quick rise of neoliberalism all over the world. I examine toys that reflect the Cold War period, and children’s attempt to cope with the stresses of the period. Children’s agency is perhaps sometimes neglected when discussing toys, and they can be a source of comfort and help kids cope. Lastly, this chapter examines personal anxiety and how we might detect it in the archaeological record. Perhaps private fear is a modern feature and has risen as a result of the individualisation that took hold of ‘western’ societies in the postwar era. Capitalism is theorised as one of the major drivers of personal anxiety.