You can't force feed it to them. Generally, just expose them to the history in a casual way. Eventually, if they love the game, they'll go back and develop the interest on their own, in their own time and in their own way. I didn't really start to appreciate the pre-War generation until I was an adult, even though my father would often talk about his old cards (Goudey) and the players of the past. Now, I'd give anything to go back and try to draw on his memory a few more times...even if it was fuzzy.
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