Tweens. . .

not Kids, not Teenagers –

The ‘in-between’ Age

Buckinghamshire New University

Faculty of Creativity & Culture
MA Advertising
Colleen Merwick
Ray Batchelor
October 2009
Word Count 8,620
Module 4
Table of Contents

Introduction 1

1. Regulations, Ethics & Social Impact 7

2. Why are they so Popular? 12

3. Tween World 16

4. Media Usage 22

5. How to Reach Tweens 28

Figure 1-
Tween
Conclusion 34 Fashion in
Teen Vogue
2009
Account of Sources 37
Notice how
adult the
Picture Credits 41 model looks
and how
short her
dress is
Introduction
I did). Tween retailers Limited Too & abercrombie did not exist. Eight to
Whether it's the media aging the twelve year old girls were rarely mistaken for teens. Ten years ago, the
child or that children are simply average kid had no clue nor did they care about Juicy Couture, Lacoste,

evolving faster these days, companies or Tiffany’s . The only big fashion labels we had were Guess and The Gap
(not considered cool by today’s standards). Growing up we had Barbie
have been quick to notice the and Cabbage Patch Kids and our moms as role models – not Bratz dolls,
growing differences between Britney Spears, & Paris Hilton. Why in the past 20 years have children

childhood ages which are pronounced changed so dramatically? Today, kids now are more adult in appearance,
attitude, & thinking than ever. However, this transformation from child
enough to warrant products, services,
Figure 2
retail stores and marketing tactics Bratz Dolls

specific to the ‘bridger’ age group. 1 Notice how they have

much more attitude than
Barbie.
Prior to the early 90’s kids were kids until they were teenagers. It
wasn’t until around age 13 they started to emulate adults. Kids used to
play with toys, ride bikes, finger paint, & build forts in the woods. Kids
used to look like kids. Young girls used to look like young girls. They
to mini- adult hasn’t happened overnight. It has been a progression,
wore clothes from the little girls’ department or the Children’s Store (like
incorporating numerous societal, behavioural, and technological
influences. Could such seemingly abstract things really be affecting kids?
1
A. de Mesa, Marketing and Tweens: BFF, article dated 10 Oct 2005, web page from
Brand Channel< http://www.brandchannel. com/features_effect.asp?pf_id=284> accessed
13 Aug 2009

1
According to the book, Kids Superbrands: An Insight into some of
Britain’s strongest kids brands 2006, even the environment is affecting
kids, the age which puberty begins has dropped significantly from 17
years of age to 12 today.2

Figure 3 –

Chart
comparing
ages from
1960 to 2020

Notice that
over time
childhood is
getting
shorter and
the teenage
years are
Figure 4– Typical tweens shopping without parents in the expensive Juicy
getting
Couture boutique
longer
this matter you ask? Because someone is satisfying their wants, The New
York Times article, Tweens ‘R’ Shoppers, Seymour, cites ‘. . . the move
away from authoritarian parents to parents-as-friends giving rise to a
generation of children that were born to shop - and the parents have
This helps to explain why kids are beginning to mature physically at a
created them.’3 Kids may want certain things, but it's the parents who
much younger age than we or our friends ever did. This physical body
aren’t putting their foot down to stop it. And the parents- as -friends
maturity, coupled with the desire to look and act older is often satisfied
through materialism to enhance their appearance & status. Why does all
3
L.J... Seymour, ‘Tweens ‘R’ Shoppers’, article dated 22 April 2007, web page from The
New York Times website <
2
Superbrands, Kids Superbrands: AN Insight into some of Britain’s strongest kids brands http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html>
2006, Superbrands Ltd, China 2006, p13 accessed 31 Jul 2009

2
attitude doesn’t just stop at shopping – it continues to more relaxed rules. kid marketers to establish a relationship
The right-of-passage, the turning point from kid to teenager is when you with young consumers. . . 5
are allowed to go to the mall by yourself. Parents today are permitting It's like Spring
Break for tweens,"
kids 13 and under to go to the mall by themselves with money to make The first and only Nickelodeon-themed my husband
observed. Indeed,
purchases. James McNeal reinforces this sentiment in his book, Children 6
hotel in the world will delight kids with
with characters,
as Consumers: Insights and Implications, their own separate kid suites decorated activities and shows
with favorite characters like SpongeBob designed to appeal

It seems clear, then, that children are turned into consumers at a Squarepants. Outside two amazing to Nickelodeon's
water parks, character breakfasts, target audience of 5
very early age in our society through the desires and to 15 year olds
activities and a 3,000 square foot
encouragement of parents, who also provide the youngsters with arcade will keep the whole family
the necessary financial support. The net result of this is that the entertained.

children become a relatively big market segment for such items

Figure 5– Holiday Inn ,
as sweets, snacks, soft drinks and toys as they pursue self- Nickelodeon Family
Hotel in Orlando
gratification and self-sufficiency.4

Today, almost all major companies are trying to focus marketing efforts
to this age group whether they offer products to kids now or in the
future. In, Brandchild, author Martin Lindstrom states that,
Over the last 10 years, there has been an increase in the number
of marketers competing for kid’s attention - car companies,
airlines, hotels & financial services are competing with traditional
5
M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p46
& 193
4 6
J.McNeal, Children as Consumers: Insights and Implications, D. C. Heath and Company, C.Chisholm, Nickelodeon Family Suites, web page from About.com <
United States 1987, excerpted on the Center for Media Literacy web site http://hotels.about.com/od/orlando/p/mco_nickelodeon.htm> accessed 1 Oct 2009

3
If tween allowances keep increasing and 100% of their money is
Figure 6, 7, & 8 –
‘spending money’ - Is it any wonder that companies are trying to attract
Build –A-Bear store right,
their attention? It’s not just existing companies trying to beef up their creating their bear identity, a
bear to buy & stuff below
efforts to kids, the Brand Channel article, Marketing and Tweens: BFF,
Notice that Build-A-Bear
states that,
appeals to boy & girl younger
tweens

Build-A-Bear, Paint Your Own Pottery, and the American Girl

Store are just a few US retail stores that were specifically
designed for tweens—and namely tween girls.7 Build-a-Bear allows tweens to pick an
animal stuff it with love, give it a
heart, name it, and clothe it.
The term tween is still relatively new to some people – it generally
Although anyone can pick the same
describes a group of children ages 8 – 12 or 9 – 13 depending on the
animal to stuff it’s the customization
source, the Marketing and Tweens: BFF article goes on to explain, that tweens love and attracts them to
‘Regardless of the exact age definition, most agree that the breaking the brand. Build-a-bear has
point of a ‘child’ becoming a ‘tween’ is by the American fifth grade succeeded in tapping into a
(approximately ten years old), when he/she rejects more childlike images combination of tweens values:

and associations and aspires to be more like a teen.’8 9

 Let me express myself
 Let me have fun
 Let me do my own thing
7  Let me get my friends involved
A. de Mesa, Marketing and Tweens: BFF, article dated 10 Oct 2005, web page from
Brand Channel< http://www.brandchannel. com/features_effect.asp?pf_id=284> accessed  Let me host a great party
13 Aug 2009  Let me show off to my friends
8
A. de Mesa, Marketing and Tweens: BFF, article dated 10 Oct 2005, web page from and family
Brand Channel< http://www.brandchannel. com/features_effect.asp?pf_id=284> accessed
13 Aug 2009
9
M. Lindstrom, p108

4

Figure 9, 10, 11 & 12 – American Girl’s with
their dolls above, American Girl
Dolls ,above, right, below
American Girl dolls have been staring glassily from
bookcases and toy chests in the nation’s upscale playrooms
and bedrooms since 1986, when Pleasant Rowland founded
a mail-order doll company that sold a line of dolls, books
and accessories based on “tween” characters from various
periods in American history. In 1998, Pleasant Company
became a subsidiary of Mattel, and the dolls have continued
to be nothing less than a ginormous success -- the
company generated $463 million in revenue last year.10
term tween describes not only an age but a specific
lifestyle. An age not only influenced by today’s
changing technology but by a strong desire to
acquire material goods. Because of these factors,
tweens exist predominantly in western cultures, although they appear in
many countries worldwide. My focus however will be on the U.S. tween
market (more specifically tween girls) -since it is one of the largest & has
been around the longest. Demographically, tweens that truly are able to
live the tween lifestyle come from households with an above average
income.
Even though tweens have existed since the 90’s in the U.S., the amount
of information written on this market has been scattered, incomplete, &
is constantly changing. I have elected to use Martin Lindstrom’s
Brandchild book as my primary resource since it has the most current &
comprehensive global study about tweens. It is my objective to take you
on a tween journey from the ethics of advertising, to the most current
thoughts, interests, and trends of this age group. And finally ending
with reasons and rationale as to why and how companies can and should
market to this emerging age group.
10
10
M. Mahoney, The new American Girl doll is homeless -- and causing quite a stir, article
dated 30 Sep 09, web page from Examiner <http://www.examiner.com/x-11648-DC-
Parenting-Examiner~y2009m9d30-The-new-American-Girl-doll-is-homeless--and-
causing-quite-a-stir> accessed 1 Oct 2009
5
Regulations, Ethics, & Social Impact
comply with their rules.12 The Children’s Advertising Review Unite
‘Advertising is not a right, it is a (CARU) issues general guidelines that are applicable for advertising to

privilege.’ 11 children under 12.13 Furthermore there are also numerous other parental,

Howard Gossage school, and miscellaneous groups/associations that are focused on

advertising to kids. PBS (U.S. Public Broadcasting Channel) also offers a
website called ‘Don't Buy It,’ chock full of advice on how to make tweens
The U.S. government has the ability to ban advertising to tweens
in savvy consumers.14
completely just like they banned cigarette advertising. Many people &
organizations believe that tweens are not savvy enough to know what
advertising is or does. Is there a need for regulation? Of course, mainly
because of the young & impressionable age of tweens.
Because of the anxiety surrounding this age group, many governing
bodies & laws concerning advertising to minors have been established.
In the U.S., the Federal Communications Commission (FCC) is aimed at
protecting children under the age of 13 through advertising and trade
regulation. The Deceptive Trade Practices Act, the Children’s Online
Privacy Protection Act (COPPA), and the Direct Marketing Association
Figure 13 –PBS Website for kids to understand about media & how it is used.
all offer specific regulations which explicitly state concerns for children
Features include "advertising tricks," "buying smart—see through the sales
who are not yet teenagers. COPPA’s (part of the FCC) function is to pitch," and "cover model secrets
12
make sure websites that collect information about children under 13 13
Web Page from COPPA <www.coppa.org> accessed on 30 Sep 2009
D.Schumann and E.Thorson, Internet Advertising: Theory and Research, Psychology
Press, United States 2007, p344
11 14
J.Steel, Truth Lies and Advertising, John Wiley & Sons, Inc., United States 1998, p 7 Web page from Don’t Buy It <http://pbskids.org/dontbuyit/ > accessed 30 Sep 2009

6
If all these regulations are in place what exactly is there to argue about
then? In the article, Familiar with Tweens? You should be . . . , author
Levasseur, sums up the debate between parents & advertisers quite
clearly, ‘By treating these young people like mature, independent
consumers, advertisers are taking parents out of the decision-making
process and thereby making children more susceptible to unhealthy
messages about body image, sexuality, relationships and violence. This is
an emotional issue that creates sharp divides.’15 Protective & vocal
parents do not like the changes they see & want to shift the blame.
Advertising unfortunately, seems to be the easy & ‘logical’ scapegoat.
Are changes in advertising a direct correlation to the present changes in
tweens? The Advertising Educational Foundation (AEF) believes that,
Advertisers need to gain the trust of children and their parents
through effective and honest advertising. In turn, parents must
take responsibility for their children: monitor what they watch
and read, determine how they spend their free time, and educate
them to become responsible and informed consumers.
Advertising to children will become less controversial only when
15
Maïthé Levasseur, ‘Familiar with Tweens? You should be . . .’, article dated 9 Feb 2007,
web page from Tourism Intelligence, <http://tourismintelligence.ca/2007/02/09/familiar-
with-tweens-you-should-be/> accessed 30 Sep 2009
advertisers and parents assume mutual responsibility for its
content and exposure.16
I personally however, do not feel that advertising alone is to blame for
the materialistic mindset tweens have today. I do agree though, that if
tweens as consumers are not educated or monitored by their parents
properly, these obsessive characteristics may worsen. More specifically, I
agree that advertising does have a responsibility to kids’ well-being &
that the inundation of sugary food ads do impact tweens’ overall health.
Many parents & health groups are anti-advertising in general because of
excessive advertising of food products aimed at kids. Dr. Susan Linn, Co-
Founder of Campaign for a Commercial-Free Childhood, believes that,
There is no moral, ethical, or social justification for marketing
junk food to children. Childhood obesity is a major public health
problem. Overweight children are at risk for a number of serious
medical problems including Type 2 diabetes; yet children
continue to be inundated with ads for foods high in fat, sugar,
salt, and calories. . . Television commercials and Internet
advertising combine with brand licensing, in-school marketing,
promotions, contests, and advergames to sabotage parents’ best
efforts to raise healthy children, turning kids into miniature
16
Web page from The Advertising Educational Foundation<
http://www.aef.com/on_campus/classroom/speaker_pres/data/3005> accessed 30 Sep
2009
7
 lobbyists for products such as SpongeBob Squarepants, Wild home. Even before they are out of elementary school, many
Bubble-Berry Pop Tarts and Dora the Explorer Fruit Snacks.17 tweens have had to shoulder some pretty serious burdens -nearly
half are children of divorce. Too old for child care but not old
On the other side of the coin, The New York Times article, Tweens ‘R: Us’, enough to travel around town on their own, they're often alone in
puts the emphasis directly on parents, ‘Ideally, parents remain the major the afternoon with only cartoons or the computer for company,
role models for tweens . . . this is also a problematic situation. Parents immersed in a culture their parents don't understand.20 Or care?
rarely follow the beliefs and values that they’re attempting to impart to
Advertising & society will forever be linked as both impact how the other
their tweens. This is a generation that holds their parents accountable,
functions & it is often the ‘which came first the chicken or the egg’
and the ‘do-as-I-say-not-as-I-do’ approach no longer works.’18 Today’s
theory that applies. Some societal ‘issues’ linked to advertising to tweens
tweens are savvy enough to see through this double-standard. What’s
are obesity, health, diet, body image, and materialism, Kantrowitz &
even more sad is that Brandchild’s research found out that,’ tweens are
Wingert broaden this list,
likely to spend more time on their own than with their parents - even
the TV has spent more active time with the them than their parents.’19
The girls wear sexy lingerie & provocative makeup created just
The Truth About Tweens by Kantrowitz & Wingert, expands this even
for tweens to complete what some parents call the Lolita look.
further implicating not only parents but society,
The boys affect a tough-guy swagger--while fretting about when
Although marketers have helped to define tweens by creating their voices will change. In many ways, tweens are blessed. For
products especially for them - researchers who study adolescents most of their lives, the economy has been booming. They're likely
say that the pressure to act like 8 going on 25 really starts at to have friends from many different ethnic & racial backgrounds.

17
Web page from The Campaign for a Commercial-Free Childhood <
http://www.commercialexploitation.org/pressreleases/linnlawsuitstatement.htm>
accessed 30 Sep 2009
18 20
M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p 75 B.K. Kantrowitz & P.Wingert, ‘The Truth About Tweens’, article dated 18 April 1999,
& 76 web page from the Newsweek website < http://www.newsweek.com/id/89843> accessed
19
M.Lindstrom, p289 31 Jul 2009

8
 They're computer-savvy, accustomed to a world of information
(social life based on e-mail) just a mouse click away.21
Advertising to tweens does have an impact on society, but there are
other factors like absentee parents, money, & poor role models.
‘Growing older younger’ is the biggest concern parents have because it
can cause issues with: materialism, over-sexualisation, diva-isation, self-
esteem, obesity, & technology. These concerns do affect boys, but have
more of an impact on young girls. In the article Generation Diva – How
our Obsession with Beauty is Changing our Kids, author Bennett states,
Figure 14 - Girls innocently getting a mani-pedi, but why should they have to start
worrying about beauty at such a young age?
21
B.K. Kantrowitz & P.Wingert, ‘The Truth About Tweens’, article dated 18 April 1999,
web page from the Newsweek website < http://www.newsweek.com/id/89843> accessed
31 Jul 2009
‘. . .today’s girls are getting caught up in the beauty maintenance game at
ages when they should be learning how to read – and long before their
beauty needs enhancing.’22 This is dangerous ground because beauty
obsession can lead to low self-esteem, poor academic performance,
depression, eating disorders, and promiscuity, Mother & daughter
authors in, 12 Going on 29: Surviving Your Daughter's Tween Years, say,
Moms feel their daughters are growing up too fast. Girls hear
provocative lyrics in songs without fully understanding what the
words mean. Fashion magazines encourage outfits that many
mothers put in the category of ‘pre-prostitute’. Schools offer sex
education classes beyond the developmental ability of your 9-
year-old daughter.23
Moms also reinforce beauty insecurities by indulging girls with spa
treatments, highlights, perfume, designer clothing, lingerie and more
thinking that it’s ‘cute’ or harmless fun. The media also reinforces this
beauty obsession with shows: Extreme Makeover, Look 10 Years Younger,
America’s Next Top Model, and I Want A Famous Face all with large
22
J.Bennett, ‘Generation Diva – How our obsession with beauty is changing our kids.’,
article dated 30 Mar 2009, web page from Newsweek magazine<
http://www.newsweek.com/id/191247> accessed 20 Apr 2009
23
S.Clark and S.Clark, 12 Going on 29: Surviving Your Daughter's Tween Years, Praeger
Publishers Inc., United States 2007, pviii
9
 Figure 16 –

Tweens annual
spend on beauty
treatments and
products

Figure 15 – America’s Next Top Model TV show. Many tween girls aspire to not only look
like models but to try to be models
tween audiences. The NPD Group, founded in 1967, leading global
provider of consumer and retail market research information found that,
‘Eight –to-12 years-olds in the U.S. spend more than $40 million/month
on beauty products and teens spend another $100 million’.24 Is

advertising the only reason for this enormous amount? Another impact
advertising has on tweens is its symbiotic relationship with brands.
Martin Lindstrom discovered that,
Brands have become an integral part of the way tweens define
themselves . . . Tweens are the most brand-conscious generation yet. . .
they are a generation that was born exposed to at least 30,000 brands.’ It
is far more important to wear the right label than it is to wear the right
clothes. . . Brands have become symbols of identity, offering the
opportunity to be trendy, cool, rich, outrageous, rebellious or just plain
stylish.’25
This brand identity goes much further for some tweens than a logo T-
shirt and designer jeans, anti- advertising advocate Kalle Lasn is appalled
to discover that, ‘Kids tattoo their calves with swooshes. Other kids, at
raves, begin wearing actual bar codes that other kids can scan, revealing
messages . . . A boy named David Bently in Sydney, Australia, literally
rents his head to clients, shaving a new ad into his hair every few

24
J.Bennett, ‘Generation Diva – How our obsession with beauty is changing our kids.’,
article dated 30 Mar 2009, web page from Newsweek magazine<
25
http://www.newsweek.com/id/191247> accessed 20 Apr 2009 M.Lindstrom, p13 & 290

10
weeks.’26 An unfortunate side effect of advertising to tweens has turned
kids into walking and talking billboards they are on school lunch boxes,
notebooks, backpacks, posters, bedding, clothing, hair products,
toothpaste, the list is endless and sure to grow.
Why are they so Popular?
The powerful force of tweens unofficially began in the early 90’s. Naomi
Klein reports that,’1992 was the first year since 1975 that the number of
teenagers in America increased’28 and Full-House was on TV. What do
these two things have to do with tweens? They are two factors that
started the tween phenomenon – sheer numbers and Full-House (the
first TV show with a tween following before anyone had ever heard of
tweens). Because tweens happened almost organically, there is no year,
or person to give credit. So, I personally attribute the dawn of the tween

‘Tween’ is the designer label of the era to the Olsen twins.

hour, with a fresher sound than the

hand-me-down ‘preteen’, a shinier Figure 18- Mary-Kate
& Ashley Olsen
All of their products
look than the shop-worn ‘teen’ and a contain a Real Girl
message which is a
cooler aura than ‘kid’. Yet the curious contradiction. On
one hand, the
message celebrates
thing about this newly delineated girls by presenting
empowering images
demographic is how blurry its of them solving
problems and

boundaries are. A. Hulbert 27

Figure 17- One of the many
winning
competitions. Yet,
the selling of mainly
movies the twins made - fashion & beauty
note how young and products reinforces a
26
innocent they looked in the young girl's desire to
K.Lasn, Culture Jam, HarperCollins, United States of America 1999, p20 90's
27 be beautiful & that is
A. Hulbert, ‘Tweens ‘R: Us’, article dated 28 Nov 2004, web page from The New York
the key to life.
Times website < http://www.kff.org/entmedia/upload/Tweens-Teens-and-Magazines-
28
Fact-Sheet.pdf> accessed 31 Jul 2009 N. Klein, No Logo, Knopf Canada, Canada 2000, p68

11
Why the Olsen twins? In the early 90’s, Mary- Kate and Ashley Olsen
shared the role of ‘Michelle Tanner’ on Full-House, which quickly
became popular with families and kids alike on Friday night TGIF prime-
time line-up. While filming Full-House, the twins realized that they had
a large fan base. They felt the power of the tween dollar and the desire
to the tween audience. So you can get an idea of just how big the tween
market is, here are the top 3 tween star earners from the Forbes 10
Richest Hollywood Tween Stars 2007-2008 –
Figure 19-

for tween identity. To satisfy this new emerging market they began 16-year-old Miley
making numerous straight-to-video and made-for-TV movies. Cyrus Tween Star
TV star and movie
According to the Olsen twins biography on Moono, after the books and star all in one
package
dolls sold like hotcakes, agents and managers put their heads together
and formed Dualstar Entertainment which was created to directly handle
all things Olsen.29 The show eventually was cancelled in 1995, allowing
the girls to begin their tween empire – amassing movies, clothing, music,
video games, books, home decor , hair styling tools, make-up etc.

Tweens can’t be that important to marketers – after all they don’t even
have their own money? Well, today the Olsen twins are billionaires.
1 Miley Cyrus: $25 Million aka Hannah Montana she’s a singer actress
Although they may not be tween stars anymore, they have paved the way
1 Daniel Radcliff: $25 Million aka Harry Potter
for new tween sensations like Miley Cyrus, Hilary Duff, the cast of High
2 Mary-Kate and Ashley Olsen: $15Million
School Musical, The Jonas Brothers, Daniel Radcliff and more. These
3 Jonas Brothers: $12 Million every tween girls favourite band30
stars don’t have to be tweens themselves- they just have to be marketed

29 30
‘Olsen Twins Biography’, web page from Moono <www.moono.com/html/olsen-twins- Forbes Richest Hollywood Tweens, Forbes,
biography.cfm> accessed 20 Apr 2009 <http://video.forbes.com/fvn/lifestyle/lr_buzz080508> accessed 11 Aug 2009 (video)

12
Tween stars get paid a lot to be in movies and bands – that doesn’t mean To make tweens even more important - The U.S. Bureau of the Census
tweens spend a lot of money does it? Well, to put things into perspective projects that by 2010 there will be . . . 63.5 million children 15 years of age
the Times Online article, Disney’s Global Phenomenon Hannah Montana, and younger (1996, 2000).32 Now that is a lot of voices! Among them
explains: Malia Obama 10 already a tween, and sister Sasha, who turns 8 this year.

In 2007, the double album Hannah Montana 2/ Meet Miley Cyrus Figure 20-

debuted at No 1 in the Billboard Top 200, then spent 12 Sasha & Malia
Obama
consecutive weeks in the top five. The last double album to
achieve this feat was Stevie Wonder’s Songs in the Key of Life,
more than 30 years ago. Miley’s clothing line was the top seller at
Macy’s when it launched in 2006, her video game has sold 1.7m
copies in the US, her DVDs have shipped 5m copies and a
combination of her first novel and her autobiography (remember,
she’s 16) has sold north of 30m copies worldwide. Last year, she In the USA Today article, It’s Cooler Than Ever To Be A Tween, But is

was listed in Time magazine’s 100 most influential people in the Childhood Lost?, author Jayson believes that, ‘With the Obama daughters

world, and Forbes ranked her at No 35 of their top-earning in the White House, the nation's attention will focus even more on this

celebrities, at $25m-plus. The TV series Hannah Montana had a emerging group — and the new "first tweens" will likely be high-profile

global audience of 200m in 2008. Global retail sales of Disney representatives of their generation.’33

Consumer Products, which handles most of Miley’s merchandise,

rose from $400m in 2007 to $2.7 billion in 2008. .31

32
D.Schumann and E.Thorson, p343
31 33
Disney’s Global Phenomenon Hannah Montana, article dated 3 May 2009, web page S. Jayson, ‘It’s Cooler Than Ever To Be A Tween, But is Childhood Lost?’, articled dated 4
from Times Online UK <http://entertainment.timesonline.com uk/tol/arts_and_ Feb 2009, web page from USA Today <http://www.usatoday.com/news/health/2009-02-
entertainment/film/article6202068.ece> accessed 1 Oct 2009 03-tweens-behavior_N.htm> accessed 6 Aug 2009

13
 In the U.S. it is estimated that the direct value of pester power is
Figure 21-
Tweens $1.88 Trillion with a further $300 Billion from indirect influence
shopping, notice
they all have like cable TV, phone plans and restaurants.36
similar
hairstyles,
clothes, and
bags But what captures some companies’ attention is James McNeal’s belief
that the tween segment is actually three markets in one-

As you have already seen tweens are not popular just based on sheer size
1 Current market - spending their pocket money on their
- according to 360 Youth, an advertising and marketing company,
own desires
‘Tweens independently spend $51 billion annually and have
2 Future market - for most goods and services (like financial
‘considerable sway’ over another $170 billion annually spent on
institutions and cars)
them by parents and family.’34
3 Market of influential’s – influencing what their parents
No other previous generation has had this much disposable income. Not
buy.37
only can they spend money but they are also savvy enough to know what
to buy - Lindstrom confirms, ‘By eight years of age, they’re able to
Now if we combine their massive size, enormous spending power,
comparison shop. . . and even when parents say ‘no’ nearly 6 out of 10
obsession with all things tween and the ability for them to become a
35
kids keep asking for brands they want – an average of 9 times. Tweens
lifetime consumers, it’s obvious why tweens are the largest and most
get what they want because parents are sick of hearing them complain,
influential market today and companies are battling each other for their
Lindstrom continues,
attention.

34
L.J... Seymour, ‘Tweens ‘R’ Shoppers’, article dated 22 April 2007, web page from The
New York Times website < http://www.nytimes.com/2007/04/22/nyregion
36
/nyregionspecial2/22RSHOP.html> accessed 31 Jul 2009 M.Lindstrom, p47
35 37
M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p47 J.McNeal, Children as Consumers: Insights and Implications, D. C. Heath and Company,
& 266 United States 1987, p10

14
 Figure 22 –

Tween World The Cast of The Hills an

MTV Reality Series,
starring girls who live in
‘This is a generation with little, if any, L.A. & come from rich
families. This show

patience . . . millionaires are made in presents an unrealistic

half an hour, & pop stars are created
in 4 weeks. Meals are whipped up in
moments . . . in their world, the sky is
the limit, as long as you can achieve it
here & now.’
The article, Capture The Elusive Tween Market, states, ‘Tweens are very
brand-conscious, highly impressionable, and use favorite brands to
define themselves.’39 Unfortunately, tweens have grown up with
everything instantaneous from mobile phones, DVR recorders, and text
messaging – they wait for nothing in life. What does this matter to
brands? The reason Lindstrom cites is, ‘Brands need to be accessible 24
hours a day, because this generation has little understanding of . . .
version of ‘reality’ for the
majority of tweens.
‘opening hours’’40 Technology may be constantly changing, but only
38
recently has it affected how we live our daily lives.
How does this instantaneous mindset affect tweens? Tweens dream
about popularity, fame and fortune. These things can and do come true
thanks to the combination of technology and reality TV. Reality TV has
influenced and augmented tweens’ views on life - American Idol, Sweet 16,
Laguna Beach, The Hills, Made, Survivor, and America’s Next Top Model.
The article, We’re cruel to fill their little heads with dreams of fame,
explains this influence further,
Research published last week shows there has been a “seismic

38
shift” in children’s ambitions over the space of a single generation.
M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p11
39
T. Mininni, Capture The Elusive Tween Market, article dated 25 Sep 2009, web page Becoming a sports star is in top spot, becoming a pop star is at
from Media Post
<http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114331>
40
accessed 1 Oct 2009 M.Lindstrom, p238

15
 number two and the third slot is occupied by being a famous
actor (teaching, finance and medicine held the top three slots 25
years ago). Regarding the last two, the combination of reality
television talent shows and the abundance of drama or other
“performing arts” courses means everyone thinks they can have a
go. This is basically insane — a mathematical impossibility.41
What were once unreachable
dreams have now shifted to
actionable definable desires,
supported by heavy media
campaigns, television, the internet
& tween magazines all trumpet the
same song, keeping dreams of
fame & fortune tangibly alive.45
Figure 23 –
MTV Reality Series, My Super Sweet Sixteen – where spoiled kids get
treated to lavish parties & new cars – often costing their parents
hundreds of thousands of $
On the surface, this desire to be older revolves around trying to get the
attention of older tweens and teens, wanting to be taken seriously, and
be seen as mature. However, when you take a closer look, growing older
41
I.Knight, We’re cruel to fill their little heads with dreams of fame, article dated 4 Oct 09,
web page from Times Online < http://www.timesonline.co.uk/tol
/comment/columnists/india_knight/article6860110.ece> accessed 4 Oct 2009
faster makes sense with the tweens who are forced to grow up quickly as
the result of their home life or troubled world in general. In the article,
12 Going on 29: Surviving Your Daughter's Tween Years, author Clark
explains, ‘ Tweens often act very mature for their age in public so as not
to appear ‘childish’- they have a pseudo sophisticated attitude – which
will disappear as they engage in age-appropriate activities.’42 Wanting
to be older is not just affecting tweens - Teenage Research Unlimited
(TRU) found that the average 12 year old American wishes he/she were 17
and the average 17 year old wants to be 19.43 Everyone wants to be
aspirational, right? Yes, but not to the tween extreme. An eight year old
acts completely different to a nine year old who acts differently to a ten
year old and if you want to appeal to the teen market as well – we are
talking a whole new brand strategy.
Status is everything in tween’s lives and certain brands equal popularity
and acceptance– Lindstrom divulges that,
They want the most up-to-date technology, the hottest clothes,
the smartest bikes, the fastest rollerblades and the most recent
DVD’s. To have the best is much the same as being the
42
S.Clark and S.Clark, 12 Going on 29: Surviving Your Daughter's Tween Years, Praeger
Publishers Inc., United States 2007, pviii
43
I. Yeoman, ‘Consumer Kids and Tourism’, article dated 6 Apr 2009, web page from
Hospitality Net, <http://www.hospitalitynet.org /news/154000320/4040764
search?query=consumer%20kids%20and%20tourism> accessed 20 Apr 2009
16
 Figure 24 –

best. . .theirs is an absolutely material reality where they become Harris

Interactive
their possessions.44 asked kids
and teens in
October 2006
So tweens want to be popular and appear older, utilizing brands helps what things
made them
them achieve this. In the article, What a Tween Wants ... Now, Marshall
happy. The
Cohen, NPD group chief industry analyst explains, ‘Whereas the teen majority of
tweens will
market uses style as their indicator of fashion acceptance, the tween fall under the
children
market uses brands as their indicator of fashion acceptance. Most tweens category.
Notice that
don't have a lot of fashion sense, but they do have tremendous brand material
objects &
sense.’45 They see the attention other tweens get, when they have a new money are at
the top of the
cell phone, iPod, or even a certain pair of jeans, and they want it for
list.
themselves. But it’s not just the attention that tweens want - Lindstrom
describes,
Tweens have a deeply passionate relationship with brands. If Close to half the world’s urban tween population states that the
you give a tween a choice of picking a plain T-shirt over one with clothes and brands they wear describe who they are define their
a brand name, picture, slogan or logo on it, 98% of them will social status . . . their lives are dominated by brands and logos . . .
choose the shirt with a brand or logo . . . it would be a mistake to think that they merely regurgitate the
It’s not just American tweens that feel this way either, myriad of messages they hear. This generation is also very
sceptical . . . they question things that don't feel right to them.46

44
M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, This desire for brands doesn’t stop at clothes and CD’s either. The NPD
p77,81
45
E.Clack, What a Tween Wants ... Now: Group discovered that there is a new tween segment on the rise –
Market Research Experts Reveal What's New With This Important Demographic, article
dated 1 Apr 2004, web page from Research Advisors <http://www.reachadvisors.com
46
/childrensbusinessarticle2.html> accessed 1 Oct 2009 M.Lindstrom, p77, 110, 6

17
 Perhaps fueled by the meteoric rise in popularity of home design
television shows like Trading Spaces, While You Were Out and
Divine Design, the category of room decorating and furniture
items has moved up the ranks considerably, attracting the
attention of more and more tweens. Parents spent an average of
$ 76, over the three-month period, on room decor and accessories
for their tweenaged child.47
In the recent article, Capture The Elusive Tween Market, author Mininni
clarifies tweens’ relationship with brands,
Figure 25, 26 –
Images of a very decorated tween girl’s
bedroom
47
E.Clack, What a Tween Wants ... Now: Market Research Experts Reveal What's New
With This Important Demographic, article dated 1 Apr 2004, web page from Research
Advisors <http://www.reachadvisors.com/childrensbusinessarticle2.html> accessed 1 Oct
2009
According to industry statistics, over 60% of Tweens find out
about hot new brands or products from their friends, inside and
outside of school. They love to experiment and try new things.
New fads, trends and ideas that meet with peer approval shape
their attitudes and gain acceptance. But be prepared to see these
accepted trends or ideas become shaped in a manner Tweens can
make their own. Tweens respond very favorably to being able to
have control over, or being able to create, their own experiences.
Mass personalization enables them to take control of brands and
truly make them their own.48
We can see other instances of mass personalization taking-off – iPhone,
iPod, Build-A-Bear etc.
Figure 27–
Apple iPods – allow tweens to pick a
colour that represents them
A more in-depth way to look at tweens is through behavioural
segmentation, where they are classified into various ‘types’ based on
personalities and behaviour patterns. Why does segmenting matter?
48
T. Mininni, Capture The Elusive Tween Market, article dated 25 Sep 2009, web page
from Media Post <http://www.mediapost.com/publications/?fa=Articles.showArticle&ar
t_ aid=114331> accessed 1 Oct 2009
18
Since most tweens use word of mouth and peer referrals to pass on The last group are the reflexives; this group tries to increase
information about brands, behaviour segmentation allows us to target a popularity and acceptance among their peers, often without
specific type of tween so that the message can get to the appropriate much success.50
recipient. According to Lindstrom, generally tweens can be divided into
Although you may think you have all the info regarding tweens and
4 groups: edges, persuaders, followers and reflexives.49
brand relationship – there are many other factors influencing tweens on
Edges are the independent rebellious tweens who don’t a daily basis. A Report: Understanding Tweens, makes clear,
necessarily see themselves as being on the cutting edge. They are
Tweens understand the importance of wearing the right label or
anti-fashion and supposedly anti-brand. However, they often
clothes and the need for social acceptance but we must not forget
identify with brands that reflect their rebellious behaviour. These
that this is an age when friendships are fragile – whispering
tweens are typically anti-mainstream culture and brands
campaigns and gossip are rife. Character development and the
although they do tend to still dress similarly to other edges often
transition from primary to secondary school takes place at this
wearing brands they feel they have ‘discovered’.
age, meaning that peer groups can change rapidly and a new
The next group are the persuaders or influencers, these are the circle of friends can be acquired with opposite brand affinities,
most popular tweens in school who everyone wants to secretly be which can either reinforce or dilute brand strength and loyalty.51
friends with and emulate. Their decisions are adopted by the
whole group and this is the group that marketers vie to harness.

The third group are the followers, they represents the

mainstream and form the bulk of today’s tweens. They listen to
persuaders, but also have an ear open to the fringes.
50
M.Lindstrom, p16
51
A. Geeson, Report: Understanding Tweens, web page from Vox Pops International
<http://www.voxpops.com/research_article-understanding-tweens.php> accessed 1 Oct
49
M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p15 2009

19
Lastly, economic factors due influence tween spending and trends. Tweens are complicated. You need to get to know them on different
53
Because tweens are more local (no car access) than teens and may have levels to truly understand them.
smaller allowances- a new trend is seen to be emerging. The article,
What a Tween Wants ... Now, provides details, No longer carrying loose pants or comfortable stylish tees, I was
bombarded with rhinestone tank tops, miniskirts and low-rise
Though brands are still big, in an interesting, new development,
underwear. Why a 9-year-old would even wear low-rise underwear?
tweens are beginning to demonstrate that it is not entirely a
'brands or bust' situation. Perhaps triggered by the fact that they
are now suddenly feeling the necessity of pinching their pennies,
tweens are more willing to pass up big name labels for the sake of
value and economy--as long as they have one hot ticket outfit or,
as Marshal Cohen, NPD Group analyst has coined it, a 'power
outfit.' "What kids are doing is going out and buying one
expensive, must-have outfit or item--representing the brands
everyone is wearing--and then they'll fill in the rest of their
wardrobe with less expensive items," he explains. "So, they might
splurge on a pricey pair of brand name jeans, and then buy a Figure 28,29 - Homepage for
Justice, above –models on page,
bunch of T-shirts, sweaters and other wardrobe pieces at value right . . . a popular tween girl
clothing brand & is now replacing
prices."52 sister store to the Limited Too, the
first tween clothing store of its kind
started in the mid-90’s

52
E.Clack, What a Tween Wants ... Now: Market Research Experts Reveal What's New
With This Important Demographic, article dated 1 Apr 2004, web page from Research
Advisors <http://www.reachadvisors.com/childrensbusinessarticle2.html> accessed 1 Oct
2009
53
M.Jhu, Girly Dominance: Death of the Tomboy, article dated 20 Apr 09, web page from
Examiner <http://www.newuniversity.org/2009 /04/opinion/girly _girl_dominance _
death186/> accessed 4 Oct 2009

20
Media Usage family income, use of time and space, or importance within the conduct
of social relations.’ She gives more details,

Tweens present an interesting ‘Generally speaking the average tween in the U.S. has access to
demographic. They have an amazing TV, Internet, radio, and a cell phone. Despite all the hype about

ability to multi-task. Tweens can new media (internet) displacing old media, for most children
television remains far and away the most popular medium in
engage in a conversation, have one terms of time spent with it, followed by music, video and
eye on the TV, or their ears plugged computer games.’55

into their favorite tunes on the iPod

as they instant message friends on
the Internet. These kids can do many
things simultaneously, including their
homework, without skipping a beat. 54
Sonia Livingstone, in her book Young People and New Media, states that
‘Studies have shown that households with children generally own more
information and communication technologies and media are playing an
ever greater role in children’s daily lives, whether measured in terms of

54
T. Mininni, Capture The Elusive Tween Market, article dated 25 Sep 2009, web page
from Media Post <http://www.mediapost.com/publications/?fa=Articles.showArticle&art
_aid=114331> accessed 1 Oct 2009
Figure 30- Tween Daily Media Usage 2007 – note that TV is still the leader
55
S.Livingstone, Young People and New Media, Sage Publications Ltd, Great
Britain 2002 p60

21
 What does it matter what media they prefer? Well, if you want tweens to Kids' television is getting older. . . Nobody quite
pay attention to what you’re saying it’s not just the message that matters. understood you could create lifestyle franchises out of
TV is visual, sounds, music- stimulating a shared experience and it is live-action tween shows, a trend that started with
easy to reach both parents and kids. Lindstrom explains, ‘TV is a central Disney's first big hit, Lizzie McGuire, in 2001. . . The
biggest trends are more live-action hits and fewer
animation hits, says Nickelodeon Television general
manager Tom Ascheim.57
A Disney Press Release for TV 3Q 2009 announcing that Disney held the
top 2 Tween TV programs and 6 of the top 7 overall with 19% viewership
with tweens 9 -1 4.58

Figure 31- Figures are based on tweens rating their preferences to media they have access to

part of their lives; they actively pay attention and absorb more details - Figure 32- Press release from Disney Source: Nielsen Media Research, 3Q09:6/29/09-9/27/09 y

with the same level of exposure, kids are 3 times more likely to
remember that they have seen a brand advertised on TV than adults.’56 In
the article, Cable TV Rides the Tween Wave, the link between tweens and 57
G. Levin, ‘Cable TV rides the tween wave’, article dated 28 Mar 2007, web page from the
TV programming is clarified. USA TODAY website < http://www.usatoday.com/life/television/news/2007-03-27-kids-
TV-cover_N.htm> accessed 31 Jul 2009
58
Disney Channel Delivers Cable’s Top 2 Scripted Telecasts of 3Q09 in Total Viewers and
TV’s Top 2 Telecasts in Target Kid Demos article dated 29 Sep 2009, web page from TV
By the Numbers <http://tvbythenumbers.com/2009/09/29/disney-channel-delivers-
56
M.Lindstrom, p64 cable > accessed 1 Oct 2009

22
The Internet is the second biggest medium that tweens spend chunks of finally circulate things they create through the Internet to share
their day interacting with. A 2002 U.S. Department of Commerce study with others.60
found that two thirds of U.S. children 9 to 17 use the Internet . . . with
approximately 25% of 5-year-olds .59 (this is important because once
these 5 year-olds are tweens the overall tween Internet usage will
increase). The usage of media does vary from male to female as well as
by age. But tweens in general are very media savvy who parents often
turn to with technology questions. Although the majority of tweens
watch TV, when they do log onto the Internet they are most actively
involved and engaged. Henry Jenkins, author of Convergence Culture,
describes more accurately what the Internet means to this generation,
The Internet allows them to pool knowledge with others in a
collaborative space, have the ability to share and compare value
systems (ex: talking about situations they saw on TV, who won
this etc.), the ability to make connections across media using
clues (ex: Pokémon with video game, cartoon and playing cards),
the ability to express interpretations and feelings through pop
culture (ex: writing for the fictional Harry Potter Newspaper) and

Figure 33 – Teen & Tween Comparison of weekly activities, although tweens may not being
partaking in some activities as much as tweens it is important to note for brands who would like
their products to grow with them.

59 60
D.Schumann and E.Thorson, Internet Advertising: Theory and Research, Psychology H.Jenkins., Convergence Culture, New York University Press, United States of America
Press, United States 2007, p343 2006, p176

23
Cox Communications and the National Center for Missing and Exploited
Children released results from a 2008 study on what tweens do online. A
few highlights from the study include:
• 90% of tweens report having used the Internet by 9 years-old
• Tweens online presence doubles or even triples between the
ages of 8 - 10 and 11 - 12
• 34% of 11 and 12 year-olds have a profile on a social networking
site61
It is important to note that tweens are actively engaged with the Internet
doing a range of activities (see Fig 30) BUT they are often involved with
groups or activities that others may perceive as having conflicting
interests or views. Therefore tweens often are completely different
people from one minute to the next – morphing and changing attitudes
and behaviour. Livingstone elaborates,
Tweens are unlike previous generations of children, media plays
a central part in their highly technical and global lives creating
tweens with differing personalities for each group they chat, play,
game or virtual reality with; “. . . whether children can keep their
friendships distinct in space and time from their family
relationships is crucial to the sustaining of multiple, possibly
61
Tween Internet Usage Study, article dated 24 Jul 2008, web page from
<http://www.lvrj.com/blogs/onlineguy/Tween_Internet_usage_study_released.html>
accessed 1 Oct 2009
distinct, identities. Hence, the widespread irritation occasioned
by siblings intruding into spaces in which friendships are
conducted, media are engaged with, or privacy enjoyed
represents an irritation not simple due to the interruption of an
activity or conversation but a clash of identities.62
Many tweens’ desires for feeling included, acting older, and being
whoever they want to be are satisfied through virtual reality games.
Recently there has been an increase in the number of brands and
companies that offer a virtual reality component to their websites (refer
to Fig 32). KZero, a company that develops marketing and brand-driven
campaigns for the virtual worlds sector just released their Kids, Tweens
and Teens in Virtual Worlds report,
Virtual Worlds are not just for adults. In fact kids, tweens and
teens worlds account for a significantly higher proportion of
users than all the major ‘grown-up’ worlds combined – and these
user-bases are growing rapidly. . . What is a virtual world? In
essence, it’s an online 3D environment where people (avatars)
can interact with each other by communication (text, voice, or
chat), collaboration and shared experiences.63
62
S.Livingstone, p155
63
Kids, Tweens and Teens in Virtual Worlds article dated 29 Sep 2009, web page from
KZero < http://www.kzero.co.uk/blog/?cat=101> accessed 1 Oct 2009
24
 Figure 34 –

Chart with
current virtual
reality sites to
tweens and
numerous sites
in
development
demonstrating
the popularity
of virtual
reality

25

Figure 35-
Verizon 'Blitz' Smartphone specifically designed
&marketed to tweens. It features a QWERTY
keyboard, 1.3 megapixel camera, VCAST music,
Bluetooth and a microSD slot.
Mobile phones are a big player to tweens and they are always on them.
Contradictory to what we may think, Nielsen Mobile suggests that many
tweens actually use them,
46% of U.S. tweens use cell phones, but only 26% own them -
tweens are more likely to borrow their parents. The borrowing
typically starts at age eight-and-a-half; by age 10 or 11, many
64
tweens have their own phones.
I believe the vast age range is lowering the overall usage number. If you
recall they typically don’t get their own cell phones till 10 or 11 – therefore
this age group would most likely have a 46%+ penetration -Justifying the
vast majority of tweens we see on the phone. The following article about
tweens and teens being so attached to their phones that it is causing
64
‘U.S. Mobile Market Dialing Into Tween Population’ , article dated 11 Sep 2008, web page
from the Nielsen Media website < http://blog.nielsen.com/nielsenwire/media
_entertainment/us-mobile-maket-dialing-into-tween/> accessed 31 Jul 2009
them sleep deprivation then makes sense. The article Teens, texting and
the sleep connection, enlightens us as to the actual phone usage:
Teens and tweens are not just texting, instant-messaging and
surfing Facebook all day; they're sleeping with their cell phones
or laptops, too. Or rather, not sleeping. And doctors and parents,
many of them raised in an era when phones were attached to
walls, are concerned. . . The surge in all-hours texting has been
helped by unlimited text-messaging plans, Nielsen researchers
say. But it also stems from the fact that a phone is no longer just
a communication device; it's a carrier of games, facilitator of
research, organizer of schedules and all-around boredom
quencher. It's also an alarm clock, hence its location on bedside
tables everywhere.65
Margie Ryerson, a California therapist who specializes in adolescent
issues, describes the psychology behind this constant contact, ‘It comes
from wanting to avoid being left out. They won't be considered
important and significant in their peer group, if they don't know what's
65
J.Burrell, Teens, texting and the sleep connection, article dated 29 Sep 2009, web page
from Seattle Times < http://seattletimes.nwsource.com/html/living/2009961184_
textingteens29.html> accessed 1 Oct 2009
26
going on. If they're on top of everything, they belong.’66 This wanting to
belong is in every aspect of tween lives and the mobile phone is the tool
colors, tanks so thin they often
of choice. Tweens’ lives are and will forever be linked with media and come with holes already in them
technology.
and skin-tight jeans that curvier
How to Reach Tweens teenagers can’t squeeze into.67
When we pull up in front of
abercrombie, the preteen version Tweens are very complicated individuals. They want to belong to one or
many groups and at the same time want to be unique in their own right.
of Abercrombie & Fitch, silence But doesn’t everyone? Possibly, but tweens take this to a whole new

falls over my crowd. With its level; it is almost a life-or-death situation for them. This desire for group
acceptance while maintaining individuality is what I like to call the
cloying over-spritzed air, loud ‘abercrombie effect’. Take abercrombie (see next page); it is one of the
thumping music, blowup posters largest and highly noticeable tween brands. A group of girls who all only
wear abercrombie will appear to be ‘cookie-cutters’, exact replicas of
of young girls and boys, this is each other. In reality, they all see themselves as unique - styling
ground zero for tween fashion themselves differently with jewellery, accessories, make-up or shoes.

worship: collared shirts in sorbet

66 67
J.Burrell, Teens, texting and the sleep connection, article dated 29 Sep 2009, web page L.J... Seymour, ‘Tweens ‘R’ Shoppers’, article dated 22 April 2007, web page from The
from Seattle Times < http://seattletimes.nwsource.com/html/living/2009961184 New York Times website < http://www.nytimes.com/2007/04/22/nyregion
_textingteens29.html> accessed 1 Oct 2009 /nyregionspecial2 /22RSHOP.html> accessed 31 Jul 2009

27
 While shopping in the store whose target buyer is the
cool attractive all-American kid, music blares in the
background as you purchase your $50 jeans and $38
moose logo polo shirt from a young “all-American”
sales clerk doused in fragrance who you can’t hear just
to make your child happy. Which makes me ponder…. Figure 36 - 39 – abercrombie clothes –
Am I mom of the year? Or does this chain have a The brand has a ‘feel’ to it that tweens notice & identify with. They wear
abercrombie clothes because they make a statement about who they are as
brilliant marketing strategy? After all, here I am buying individuals.
and I really don’t want to be here. 68
Mom Blog dated 24 June 09 web page from <http://www.loobalee.com/blog/
68
abercrombie-kids/> accessed 1 Oct 2009

28
Mom
Jones Soda a brand you may never have heard of as an adult reader. It is
a brand that is meant to be discovered and is most popular with tweens
who are anti-mainstream. Tweens identify with Jones Soda because
again it has a ‘feel’ and identity about it. Lindstrom clarifies why it’s
such a big hit with tweens,

Figures 40, 41- Jones homepage right, Upload Your Own Photo onto a Bottle, above What's unique about Jones Soda is that sometimes it has creative themes for
A major characteristic of Jones Soda is that the brand the flavors the company releases.

consistently builds on a ‘Me brand feeling’/ this is designed In 2009, to honor Barack Obama's inauguration, Jones released the Orange
to make the consumer feel ‘I found the brand. I invented "You glad for change" colored cola that is available on its Web site. How rare
the product. I own the brand. I recommend the brand.’69 is it that you find a soda that is not only great tasting but also encourages
youth to be supportive in a presidential campaign?

70
Right now, the company has an ad campaign called "Keeping it real," which
means that Jones Soda uses high percentages of recycled materials in its
containers.
69
M.Lindstrom, p148 Drink of the Week: Jones Soda, article dated 9 Seo 2009, web page from
70
J. Louis, The perfect drink when 'jonesin' for a cold one <http://.www.thespartandaily.com > accessed 1 Oct 2009

29
Jones Soda allows tweens to discover the brand because it is sold in
places like surf and snow board shops and other small retailers. They
can also log onto their website and upload photos and create their own
labels. Just like Build-A-Bear, abercrombie, iPod’s and Jones Soda - the
most successful tween brands give them tools or basics and then let
them do the finishing touches with their own personal customization.
So how do we communicate to tweens? Remember, today’s tweens like
instant gratification. This one simple element if ignored can lead to
tweens not wanting or caring about a brand. Lindstrom stated that,
This is a generation with little, if any, patience . . . millionaires
are made in half an hour, and pop stars are created in 4 weeks.
Meals are whipped up in moments . . . in their world, the sky is
the limit. . .71
Additionally, if the brand communication sounds like it’s been written
by adults then chances are tweens will not respond positively. They want
brands to talk at their level and with language they use – almost like the
brand is a peer, talking them into trying something new. Lindstrom
further explains,
71
M.Lindstrom, p11
They don't have the patience to listen to long-winded
explanations, they want their talk direct. They want to be
engaged in an honest and frank dialogue without too much
embellishment.72
This doesn't necessarily mean we need to use txt speak or slang; it just
means that the less adult it sounds the better. Think of it as an inverse
relationship – the higher percentage of kid’s language we hear the more
we tune it out and the reverse applies to tweens. They do not like adults
or corporations telling them how to act, what to wear, or what to think.
Figures 42-
Text speak language that is common
with tweens
Tweens are so loyal to brands it’s like a friendship. Tweens expect
people and brands to make mistakes in life. What they are looking for
are ‘real’ or human reactions therefore, brands need to be viewed not as a
brand, product or object that needs to be marketed, but rather as an
actual ‘human’ complete with emotions and personality.
72
M.Lindstrom, p84
30
Unfortunately, a side-effect of this strong friendship is that once their Tweens are both curious and sceptical so they always search for more
loyalty has been tarnished or disrespected, tweens will instantly forget information and will want everything to be available 24/7. Lindstrom
the brand exists. They need companies to admit wrong doing, apologize reports that,
and even correct mishaps. If brands are not willing to take action then it
They want websites that are easy to understand and have a
could possibly lead to their death. Tweens love brands that take a stance,
privacy policy that is well communicated on the site in a way
have a mantra, or just give off a vibe that aligns with their views on the
which reflects the brands core values and that tweens can
world and their personality. According to Lindstrom, all tweens have six
identify with. . . . Tweens need to be able to talk back - brands
core values in common - Stability, Humour, Fear, Mastery, Fantasy, and
must involve tweens or risk being perceived as arrogant.74
73
Love. The most successful tween brands tap into as many of these
core values as possible, with each core value that aligns creates a Tweens love being involved in new product development, contests - even

tighter bond. just the ability to comment positively or negatively and have their views
be taken seriously. Additionally, they want websites to contain
information or ‘clues’ that are not present in any other communication –
as they love discovering new things to look cool in front of their friends.
In order to engage tweens and really have them adopt a brand, brands
should weave storylines into their products and with each new piece of
communication/version build on the previous story.

Figures 43, 44- Friendship bracelets above, Best Jenkins in his book Convergence Culture explains that, ‘Trans-media
Friend friendship necklace, right
storytelling is perhaps at its most elaborate, so far, in children’s media
Tween friendship Symbols that they give to their
franchises like Pokémon.’75 Pokémon is one of the most successful tween
friends as public displays of friendship

74
M.Lindstrom, p303 & 304
73 75
M.Lindstrom, p26 H. Jenkins, p128

31
trends to date. One of the reasons it was so successful is the fact that it
had so many different channels of play and interaction for tweens to take
part in thus keeping the ‘cool’ factor alive for a much longer time. The
serious tweens collected the cards, watched the cartoon and logged on to
Figures 45- Pokémon website – In the News section tells tweens to watch the upcoming
episodes on TV to get some new tips
the website – all contained clues and hints on how to improve the game
and play.
Tweens loved this aspect because the more serious players got rewarded
for their efforts - the more cards they collected the better they were, the
more envious other tweens were of them. Lindstrom supports this
through his research,
Tween-focused brands will only survive if they’re made available
on more than one channel - there are now television channels,
movie characters, pop and rock stars all feeding toy products,
clothing merchandise, soft drinks, cereal boxes, video games, web
sites and more .76
Another way to keep tweens engaged and stimulated besides through the
website is through the actual brand campaign. Lindstrom notes that,
‘Campaigns to tweens should use at least 5, if not 10, different media
channels’.77 Why all the media – most brands just use TV, internet and
radio? Media is very important to tweens as we learned in the last
chapter. Media coupled with their desire to discover gives brands
another way to ‘layer’ storylines, clues, contests and promotions. The
more multi-layered a brand is in its communication the more stuff
tweens have to interact with = the stronger a bond they will form with
the brand.
76
M.Lindstrom, p95
77
M.Lindstrom, p179
32
Conclusion
tween campaign, or formulating a new tween brand, advertising to
The key to the children’s market tweens is not just a list to check off. Research still needs to play a big

used to be the products, the role upfront. We have already seen that tweens are highly influenced by
their surroundings and have been known to change their views and likes
branding and the marketing, often. Companies must conduct specific research and evaluate what

tomorrow’s winners will be current tweens think/feel about their brand. This document provides a
platform of understanding with enough information and rationale as to
those that first find ways to why and how to advertise to tweens on a basic level. It should be used as
a foundation to then layer on more specific and timely research
make the children true concerning your brand, opinions, pop-culture, society, parents and

stakeholders of the company & tweens.

so part of the company’s How does one predict the primary influencers of tweens? In order to

destiny.78
embark on a successful tween campaign in the future, remember these
fundamentals:

By now it may seem obvious that there is a lot to explore about tweens. ONE Tweens today are older and in some ways not like kids anymore

Whether you are a company, brand, or advertising agency, you should even though they are between the ages of 8-13. Parents today play a

now be able to recognize, understand and speak to tweens more different role in tweens’ lives than in the past. Many parents today are

effectively. It is important to remember when planning for your next more supportive as friends rather than as parents. Kids have learned to

78
M.Lindstrom, p212

33
be consumers from the first trip to the grocery store with their  By 2010 there will be 63.5 Million under 1582
mothers.79  3 markets in 183

TWO There are rules and regulations in place to govern advertising to FOUR Tweens are influenced by everything!! Technology, TV, pop-
tweens which must be investigated and followed. culture, celebrities, parents, and peers. They want to
Advertising to tweens should be taken serious and appear older and more mature to impress older tweens,
ethically as it does impact society. An estimated 20 million tweens teens, and adults. They are very materialistic and brand
in the United States alone are conscious and use brands and objects to define
THREE Tweens have been around for almost 20 far more interested in fashion,
themselves. They usually hear about brands and trends
years and marketers and brands are still baffled by electronics & videos which cater
from friends. The different types of tweens are important
them. Tweens have enormous power and to the tweens’ increasingly
influence as a collective whole. They have the
sophisticated tastes – so much in getting your message out.
so that the average tween 84
ability to make or break stars and brands in a very FIVE TV is still king for tweens. Internet may be #2
would be at a loss if asked
short span of time. Most important to companies directions to the local toy store. but it is becoming more popular and tweens are still the
are that tweens have: most actively engaged with it. Tweens today live more
varied and global lives than previous generations85. Mobile phones are
 100% disposable income
more important to older tweens.
 Spend $51 Billion/yr80
 Influence over another $170/Billion/yr81

79 <http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html>
J.McNeal, Children as Consumers: Insights and Implications, p5
80
L.J... Seymour, ‘Tweens ‘R’ Shoppers’, article dated 22 April 2007, web page from The accessed 31 Jul 2009
82
New York Times website D.Schumann and E.Thorson, p343
83
<http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html> J.McNeal, Children as Consumers: Insights and Implications, D. C. Heath and Company,
accessed 31 Jul 2009 United States 1987, p10
81 84
L.J... Seymour, ‘Tweens ‘R’ Shoppers’, article dated 22 April 2007, web page from The M.Lindstrom, p215
85
New York Times website M.Lindstrom, p17

34
SIX Tweens seem to be highly complicated and strive to be Trying to appeal too wide, to both sexes, across a broad age
individualistic on the surface, but deep down they possess many of the segment, and across too many cultures, will result in the instant
same qualities. They want brands and companies to be transparent, death of a brand.86
authentic, and honest. Tweens want the opportunity to form a
No brand that tries to appeal to all will survive, therefore companies
‘friendship’ with brands and expect the brand to
must first select younger or older tweens, then whether
take on ‘human’ qualities and emotions. Tweens are
to market towards boys or girls. Once this has been
very curious and are constantly looking for Traditional information channels
established it can become even more precise with the
storylines, added content, games, new versions, are seen by tweens as plain
cumbersome, if not somewhat ‘type’ of tween the messaging will attract (whether they
accessories etc. They also are fascinated by non-
bizarre. Think about it. Books are persuaders or edges etc).
traditional media such as mobile phone and video don’t have clickable links offering
game advertising. further information. Music The challenge for business that emerges is twofold: - to
played on the road is selected by do stuff that engages the individual emotionally – to do
Companies need to remember that tweens are someone other than themselves. stuff that engages the individual so strongly that it is
savvy, sophisticated, and price conscious about Newspapers are far to general, &
felt to be worthy passing on.87
their purchases. Everything they buy, wear, and you have to wade through pages
use they see as an extension of themselves and their of print to find the odd snippet of It’s best to let a ‘type’ of tween interact with the brand
information relevant to a tween’s
personality. In order to best harness the power of first and then it will have a trickle down affect to the
world.85
the tween market companies must specifically other tween types exposed to it, which usually happens
select not only the tween demographic but specific tweens underneath at school. If tweens feel like something is really that noteworthy of their
for messaging to be relevant. Even though there are only five years time and money they will want to share it with all of their friends no
between eight and thirteen, there is a world of a difference between the matter where they live in the world. This adoption process is what
two.
86
M.Lindstrom, p4 & 84
87
M.Earls, p111

35
allows successes like Pokémon occur. Once the demographic has been (like on mobiles, e-mail etc) and will usually respond positively. TV is
determined, the proper models or role models, the messaging and still the most powerful and effective way to reach tweens if utilized
language tailored to them, and then the media take correctly. The role of TV is to inspire tweens, and direct
centre stage. Companies must think about utilizing them to a website or other media to uncover more
new and exciting spaces and methods to showcase Relevance, simplicity & information.
their communication. Think new spaces like- humanity – rather than
Lastly, companies and brands that truly embrace tweens
mobile phone screens, ringtones, mobile phone technology – will
through Lindstrom’s six core values of Stability, Humour,
covers, buying a search engine for a week like yahoo distinguish brands in the
Fear, Mastery, Fantasy, and Love may appeal to this
(turning buttons into MandM’s). future. market, but they must listen to them as well. The tween
While these options seem intrusive to adults they are the perfect way to brands who actually utilize tween opinions and knowledge to improve
attract tweens. They are the most receptive to advertising in new spaces themselves will become the ultimate lasting tween brands.

36
Account Sources

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Picture Credits

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accessed 30 Sep 2009

41
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42
Fig 31 Media Preference Usage Chart image, from Tweens are Radio's Future: Lets Treat 'Em That Way,
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Fig 32 Disney Press Release image, from Disney Channel Delivers Cable’s Top 2 Scripted Telecasts of 3Q09 in Total Viewers and TV’s Top 2 Telecasts in
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Fig 42 Text speak image, from web page < http://www.njlplive.jex.com.br/educacao> accessed 1 Oct 2009

Fig 43, 44 Friendship bracelet and necklace images, web page <http://1.bp.blogspot.com/_1U5A140Bl04/SfIQXrnSwyI/AAAAAAAABU
4/xjr8NF7f9vE/s400/friendship_bracelets.jpg> accessed 29 Sep 2009

Fig 45 Pokémon image, from Pokémon website, web page <http://pokemon.com> accessed 1 Oct 2009

43