Sorry, my mistake, I missed somethign the first time 'round:
should be:
<input type="hidden" name="item_name" value="<? echo $row->"item_name" ?>">
the quotes before around the value output from php tell html that it's all part of the value of item_name.
sometimes, it helps if you take all the variables out, and write in what you expect in the html, then go back and insert the variables as needed. ie:
you want to see:
<input type="hidden" name="item_name" value="boy\'s horse t-shirt">
so if you replace the boy\'s horse t-shirt with the php section, you get the end result, which is what you want in your php code