Figure 1- Tween

Fashion in Teen Vogue

2009

Notice how adult the

model looks and how short her

dress is

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

Conclusion 34

Account of Sources 37

Picture Credits 41

1

Introduction

Whether it's the media aging the child or that children are simply

evolving faster these days, companies have been quick to notice the growing differences between

childhood ages which are pronounced enough to warrant products, services,

retail stores and marketing tactics specific to the ‘bridger’ age group.1

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

wore clothes from the little girls’ department or the Children’s Store (like

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

I did). Tween retailers Limited Too & abercrombie did not exist. Eight to

twelve year old girls were rarely mistaken for teens. Ten years ago, the

average kid had no clue nor did they care about Juicy Couture, Lacoste,

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

and Cabbage Patch Kids and our moms as role models – not Bratz dolls,

Britney Spears, & Paris Hilton. Why in the past 20 years have children

changed so dramatically? Today, kids now are more adult in appearance,

attitude, & thinking than ever. However, this transformation from child

to mini- adult hasn’t happened overnight. It has been a progression,

incorporating numerous societal, behavioural, and technological

influences. Could such seemingly abstract things really be affecting kids?

Figure 2

Bratz Dolls

Notice how they have much more attitude than Barbie.

2

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

This helps to explain why kids are beginning to mature physically at a

much younger age than we or our friends ever did. This physical body

maturity, coupled with the desire to look and act older is often satisfied

through materialism to enhance their appearance & status. Why does all

2 Superbrands, Kids Superbrands: AN Insight into some of Britain’s strongest kids brands

2006, Superbrands Ltd, China 2006, p13

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

created them.’3 Kids may want certain things, but it's the parents who

aren’t putting their foot down to stop it. And the parents- as -friends

3 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/nyregionspecial2/22RSHOP.html> accessed 31 Jul 2009

Figure 4– Typical tweens shopping without parents in the expensive Juicy Couture boutique

Figure 3 –

Chart comparing ages from

1960 to 2020

Notice that over time

childhood is getting

shorter and the teenage

years are getting longer

3

attitude doesn’t just stop at shopping – it continues to more relaxed rules.

The right-of-passage, the turning point from kid to teenager is when you

are allowed to go to the mall by yourself. Parents today are permitting

kids 13 and under to go to the mall by themselves with money to make

purchases. James McNeal reinforces this sentiment in his book, Children

as Consumers: Insights and Implications,

It seems clear, then, that children are turned into consumers at a

very early age in our society through the desires and

encouragement of parents, who also provide the youngsters with

the necessary financial support. The net result of this is that the

children become a relatively big market segment for such items

as sweets, snacks, soft drinks and toys as they pursue self-

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

4 J.McNeal, Children as Consumers: Insights and Implications, D. C. Heath and Company,

United States 1987, excerpted on the Center for Media Literacy web site

kid marketers to establish a relationship

with young consumers. . . 5

6

5 M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p46

& 193 6 C.Chisholm, Nickelodeon Family Suites, web page from About.com <

http://hotels.about.com/od/orlando/p/mco_nickelodeon.htm> accessed 1 Oct 2009

Figure 5– Holiday Inn , Nickelodeon Family Hotel in Orlando

The first and only Nickelodeon-themed

hotel in the world will delight kids with

their own separate kid suites decorated

with favorite characters like SpongeBob

Squarepants. Outside two amazing

water parks, character breakfasts,

activities and a 3,000 square foot

arcade will keep the whole family

entertained.

It's like Spring

Break for tweens,"

my husband

observed. Indeed,

with characters,

activities and shows

designed to appeal

to Nickelodeon's

target audience of 5

to 15 year olds

4

If tween allowances keep increasing and 100% of their money is

‘spending money’ - Is it any wonder that companies are trying to attract

their attention? It’s not just existing companies trying to beef up their

efforts to kids, the Brand Channel article, Marketing and Tweens: BFF,

states that,

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

The term tween is still relatively new to some people – it generally

describes a group of children ages 8 – 12 or 9 – 13 depending on the

source, the Marketing and Tweens: BFF article goes on to explain,

‘Regardless of the exact age definition, most agree that the breaking

point of a ‘child’ becoming a ‘tween’ is by the American fifth grade

(approximately ten years old), when he/she rejects more childlike images

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

7 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 8 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 9 M. Lindstrom, p108

Figure 6, 7, & 8 –

Build –A-Bear store right, creating their bear identity, a

bear to buy & stuff below

Notice that Build-A-Bear appeals to boy & girl younger

tweens

Build-a-Bear allows tweens to pick an

animal stuff it with love, give it a

heart, name it, and clothe it.

Although anyone can pick the same

animal to stuff it’s the customization

that tweens love and attracts them to

the brand. Build-a-bear has

succeeded in tapping into a

combination of tweens values:

Let me express myself

Let me have fun

Let me do my own thing

Let me get my friends involved

Let me host a great party

Let me show off to my friends

and family

5

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

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

6

Regulations, Ethics, & Social Impact

‘Advertising is not a right, it is a privilege.’11

Howard Gossage

The U.S. government has the ability to ban advertising to tweens

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

all offer specific regulations which explicitly state concerns for children

who are not yet teenagers. COPPA’s (part of the FCC) function is to

make sure websites that collect information about children under 13

11 J.Steel, Truth Lies and Advertising, John Wiley & Sons, Inc., United States 1998, p 7

comply with their rules.12 The Children’s Advertising Review Unite

(CARU) issues general guidelines that are applicable for advertising to

children under 12.13 Furthermore there are also numerous other parental,

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

in savvy consumers.14

12

Web Page from COPPA <www.coppa.org> accessed on 30 Sep 2009 13

D.Schumann and E.Thorson, Internet Advertising: Theory and Research, Psychology Press, United States 2007, p344 14

Web page from Don’t Buy It <http://pbskids.org/dontbuyit/ > accessed 30 Sep 2009

Figure 13 –PBS Website for kids to understand about media & how it is used.

Features include "advertising tricks," "buying smart—see through the sales pitch," and "cover model secrets

7

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

8

lobbyists for products such as SpongeBob Squarepants, Wild

Bubble-Berry Pop Tarts and Dora the Explorer Fruit Snacks.17

On the other side of the coin, The New York Times article, Tweens ‘R: Us’,

puts the emphasis directly on parents, ‘Ideally, parents remain the major

role models for tweens . . . this is also a problematic situation. Parents

rarely follow the beliefs and values that they’re attempting to impart to

their tweens. This is a generation that holds their parents accountable,

and the ‘do-as-I-say-not-as-I-do’ approach no longer works.’18 Today’s

tweens are savvy enough to see through this double-standard. What’s

even more sad is that Brandchild’s research found out that,’ tweens are

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 Truth About Tweens by Kantrowitz & Wingert, expands this even

further implicating not only parents but society,

Although marketers have helped to define tweens by creating

products especially for them - researchers who study adolescents

say that the pressure to act like 8 going on 25 really starts at

17

Web page from The Campaign for a Commercial-Free Childhood < http://www.commercialexploitation.org/pressreleases/linnlawsuitstatement.htm> accessed 30 Sep 2009 18

M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p 75 & 76 19

M.Lindstrom, p289

home. Even before they are out of elementary school, many

tweens have had to shoulder some pretty serious burdens -nearly

half are children of divorce. Too old for child care but not old

enough to travel around town on their own, they're often alone in

the afternoon with only cartoons or the computer for company,

immersed in a culture their parents don't understand.20 Or care?

Advertising & society will forever be linked as both impact how the other

functions & it is often the ‘which came first the chicken or the egg’

theory that applies. Some societal ‘issues’ linked to advertising to tweens

are obesity, health, diet, body image, and materialism, Kantrowitz &

Wingert broaden this list,

The girls wear sexy lingerie & provocative makeup created just

for tweens to complete what some parents call the Lolita look.

The boys affect a tough-guy swagger--while fretting about when

their voices will change. In many ways, tweens are blessed. For

most of their lives, the economy has been booming. They're likely

to have friends from many different ethnic & racial backgrounds.

20

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

9

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,

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

Figure 14 - Girls innocently getting a mani-pedi, but why should they have to start worrying about beauty at such a young age?

10

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

24

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

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

25

M.Lindstrom, p13 & 290

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

11

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?

‘Tween’ is the designer label of the hour, with a fresher sound than the hand-me-down ‘preteen’, a shinier

look than the shop-worn ‘teen’ and a cooler aura than ‘kid’. Yet the curious

thing about this newly delineated demographic is how blurry its

boundaries are.27 A. Hulbert

26

K.Lasn, Culture Jam, HarperCollins, United States of America 1999, p20 27

A. Hulbert, ‘Tweens ‘R: Us’, article dated 28 Nov 2004, web page from The New York Times website < http://www.kff.org/entmedia/upload/Tweens-Teens-and-Magazines-Fact-Sheet.pdf> accessed 31 Jul 2009

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

era to the Olsen twins.

28

N. Klein, No Logo, Knopf Canada, Canada 2000, p68

Figure 18- Mary-Kate & Ashley Olsen All of their products contain a Real Girl message which is a contradiction. On one hand, the message celebrates girls by presenting empowering images of them solving problems and winning competitions. Yet, the selling of mainly fashion & beauty products reinforces a young girl's desire to be beautiful & that is the key to life.

Figure 17- One of the many movies the twins made -

note how young and innocent they looked in the

90's

12

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

for tween identity. To satisfy this new emerging market they began

making numerous straight-to-video and made-for-TV movies.

According to the Olsen twins biography on Moono, after the books and

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.

Although they may not be tween stars anymore, they have paved the way

for new tween sensations like Miley Cyrus, Hilary Duff, the cast of High

School Musical, The Jonas Brothers, Daniel Radcliff and more. These

stars don’t have to be tweens themselves- they just have to be marketed

29

‘Olsen Twins Biography’, web page from Moono <www.moono.com/html/olsen-twins-biography.cfm> accessed 20 Apr 2009

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 –

1 Miley Cyrus: $25 Million aka Hannah Montana she’s a singer actress

1 Daniel Radcliff: $25 Million aka Harry Potter

2 Mary-Kate and Ashley Olsen: $15Million

3 Jonas Brothers: $12 Million every tween girls favourite band30

30

Forbes Richest Hollywood Tweens, Forbes, <http://video.forbes.com/fvn/lifestyle/lr_buzz080508> accessed 11 Aug 2009 (video)

Figure 19-

16-year-old Miley Cyrus Tween Star TV star and movie star all in one package

13

Tween stars get paid a lot to be in movies and bands – that doesn’t mean

tweens spend a lot of money does it? Well, to put things into perspective

the Times Online article, Disney’s Global Phenomenon Hannah Montana,

explains:

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

debuted at No 1 in the Billboard Top 200, then spent 12

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

was listed in Time magazine’s 100 most influential people in the

world, and Forbes ranked her at No 35 of their top-earning

celebrities, at $25m-plus. The TV series Hannah Montana had a

global audience of 200m in 2008. Global retail sales of Disney

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

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

31

Disney’s Global Phenomenon Hannah Montana, article dated 3 May 2009, web page from Times Online UK <http://entertainment.timesonline.com uk/tol/arts_and_ entertainment/film/article6202068.ece> accessed 1 Oct 2009

To make tweens even more important - The U.S. Bureau of the Census

projects that by 2010 there will be . . . 63.5 million children 15 years of age

and younger (1996, 2000).32 Now that is a lot of voices! Among them

Malia Obama 10 already a tween, and sister Sasha, who turns 8 this year.

In the USA Today article, It’s Cooler Than Ever To Be A Tween, But is

Childhood Lost?, author Jayson believes that, ‘With the Obama daughters

in the White House, the nation's attention will focus even more on this

emerging group — and the new "first tweens" will likely be high-profile

representatives of their generation.’33

32

D.Schumann and E.Thorson, p343 33

S. Jayson, ‘It’s Cooler Than Ever To Be A Tween, But is Childhood Lost?’, articled dated 4 Feb 2009, web page from USA Today <http://www.usatoday.com/news/health/2009-02-03-tweens-behavior_N.htm> accessed 6 Aug 2009

Figure 20-

Sasha & Malia Obama

14

As you have already seen tweens are not popular just based on sheer size

- according to 360 Youth, an advertising and marketing company,

‘Tweens independently spend $51 billion annually and have

‘considerable sway’ over another $170 billion annually spent on

them by parents and family.’34

No other previous generation has had this much disposable income. Not

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

comparison shop. . . and even when parents say ‘no’ nearly 6 out of 10

kids keep asking for brands they want – an average of 9 times.35 Tweens

get what they want because parents are sick of hearing them complain,

Lindstrom continues,

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 /nyregionspecial2/22RSHOP.html> accessed 31 Jul 2009 35

M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p47 & 266

In the U.S. it is estimated that the direct value of pester power is

$1.88 Trillion with a further $300 Billion from indirect influence

like cable TV, phone plans and restaurants.36

But what captures some companies’ attention is James McNeal’s belief

that the tween segment is actually three markets in one-

1 Current market - spending their pocket money on their

own desires

2 Future market - for most goods and services (like financial

institutions and cars)

3 Market of influential’s – influencing what their parents

buy.37

Now if we combine their massive size, enormous spending power,

obsession with all things tween and the ability for them to become a

lifetime consumers, it’s obvious why tweens are the largest and most

influential market today and companies are battling each other for their

attention.

36

M.Lindstrom, p47 37

J.McNeal, Children as Consumers: Insights and Implications, D. C. Heath and Company, United States 1987, p10

Figure 21- Tweens

shopping, notice they all have

similar hairstyles,

clothes, and bags

15

Tween World

‘This is a generation with little, if any, patience . . . millionaires are made in 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.’38

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 . . .

38

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 from Media Post <http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114331> accessed 1 Oct 2009

‘opening hours’’40 Technology may be constantly changing, but only

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

shift” in children’s ambitions over the space of a single generation.

Becoming a sports star is in top spot, becoming a pop star is at

40

M.Lindstrom, p238

Figure 22 –

The Cast of The Hills an MTV Reality Series, starring girls who live in L.A. & come from rich families. This show presents an unrealistic version of ‘reality’ for the majority of tweens.

16

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

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

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 $

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

17

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

their possessions.44

So tweens want to be popular and appear older, utilizing brands helps

them achieve this. In the article, What a Tween Wants ... Now, Marshall

Cohen, NPD group chief industry analyst explains, ‘Whereas the teen

market uses style as their indicator of fashion acceptance, the tween

market uses brands as their indicator of fashion acceptance. Most tweens

don't have a lot of fashion sense, but they do have tremendous brand

sense.’45 They see the attention other tweens get, when they have a new

cell phone, iPod, or even a certain pair of jeans, and they want it for

themselves. But it’s not just the attention that tweens want - Lindstrom

describes,

Tweens have a deeply passionate relationship with brands. If

you give a tween a choice of picking a plain T-shirt over one with

a brand name, picture, slogan or logo on it, 98% of them will

choose the shirt with a brand or logo . . .

It’s not just American tweens that feel this way either,

44

M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003,

p77,81 45

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

Close to half the world’s urban tween population states that the

clothes and brands they wear describe who they are define their

social status . . . their lives are dominated by brands and logos . . .

it would be a mistake to think that they merely regurgitate the

myriad of messages they hear. This generation is also very

sceptical . . . they question things that don't feel right to them.46

This desire for brands doesn’t stop at clothes and CD’s either. The NPD

Group discovered that there is a new tween segment on the rise –

46

M.Lindstrom, p77, 110, 6

Figure 24 –

Harris Interactive asked kids and teens in October 2006 what things made them happy. The majority of tweens will fall under the children category. Notice that material objects & money are at the top of the list.

18

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,

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.

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

Figure 25, 26 –

Images of a very decorated tween girl’s bedroom

Figure 27–

Apple iPods – allow tweens to pick a colour that represents them

19

Since most tweens use word of mouth and peer referrals to pass on

information about brands, behaviour segmentation allows us to target a

specific type of tween so that the message can get to the appropriate

recipient. According to Lindstrom, generally tweens can be divided into

4 groups: edges, persuaders, followers and reflexives.49

Edges are the independent rebellious tweens who don’t

necessarily see themselves as being on the cutting edge. They are

anti-fashion and supposedly anti-brand. However, they often

identify with brands that reflect their rebellious behaviour. These

tweens are typically anti-mainstream culture and brands

although they do tend to still dress similarly to other edges often

wearing brands they feel they have ‘discovered’.

The next group are the persuaders or influencers, these are the

most popular tweens in school who everyone wants to secretly be

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.

49

M.Lindstrom, BrandChild Revised Edition, Kogan Page Limited, Great Britain 2003, p15

The last group are the reflexives; this group tries to increase

popularity and acceptance among their peers, often without

much success.50

Although you may think you have all the info regarding tweens and

brand relationship – there are many other factors influencing tweens on

a daily basis. A Report: Understanding Tweens, makes clear,

Tweens understand the importance of wearing the right label or

clothes and the need for social acceptance but we must not forget

that this is an age when friendships are fragile – whispering

campaigns and gossip are rife. Character development and the

transition from primary to secondary school takes place at this

age, meaning that peer groups can change rapidly and a new

circle of friends can be acquired with opposite brand affinities,

which can either reinforce or dilute brand strength and loyalty.51

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 2009

20

Lastly, economic factors due influence tween spending and trends.

Because tweens are more local (no car access) than teens and may have

smaller allowances- a new trend is seen to be emerging. The article,

What a Tween Wants ... Now, provides details,

Though brands are still big, in an interesting, new development,

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

bunch of T-shirts, sweaters and other wardrobe pieces at value

prices."52

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

Tweens are complicated. You need to get to know them on different

levels to truly understand them. 53

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

Figure 28,29 - Homepage for Justice, above –models on page, right . . . a popular tween girl

clothing brand & is now replacing sister store to the Limited Too, the

first tween clothing store of its kind started in the mid-90’s

No longer carrying loose pants or comfortable stylish tees, I was

bombarded with rhinestone tank tops, miniskirts and low-rise

underwear. Why a 9-year-old would even wear low-rise underwear?

21

Media Usage

Tweens present an interesting demographic. They have an amazing

ability to multi-task. Tweens can engage in a conversation, have one eye on the TV, or their ears plugged 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

family income, use of time and space, or importance within the conduct

of social relations.’ She gives more details,

‘Generally speaking the average tween in the U.S. has access to

TV, Internet, radio, and a cell phone. Despite all the hype about

new media (internet) displacing old media, for most children

television remains far and away the most popular medium in

terms of time spent with it, followed by music, video and

computer games.’55

55

S.Livingstone, Young People and New Media, Sage Publications Ltd, Great Britain 2002 p60

Figure 30- Tween Daily Media Usage 2007 – note that TV is still the leader

22

What does it matter what media they prefer? Well, if you want tweens to

pay attention to what you’re saying it’s not just the message that matters.

TV is visual, sounds, music- stimulating a shared experience and it is

easy to reach both parents and kids. Lindstrom explains, ‘TV is a central

part of their lives; they actively pay attention and absorb more details -

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

TV programming is clarified.

56

M.Lindstrom, p64

Kids' television is getting older. . . Nobody quite

understood you could create lifestyle franchises out of

live-action tween shows, a trend that started with

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

57

G. Levin, ‘Cable TV rides the tween wave’, article dated 28 Mar 2007, web page from the 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-cable > accessed 1 Oct 2009

Figure 32- Press release from Disney Source: Nielsen Media Research, 3Q09:6/29/09-9/27/09 y

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

23

The Internet is the second biggest medium that tweens spend chunks of

their day interacting with. A 2002 U.S. Department of Commerce study

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

59

D.Schumann and E.Thorson, Internet Advertising: Theory and Research, Psychology Press, United States 2007, p343

finally circulate things they create through the Internet to share

with others.60

60

H.Jenkins., Convergence Culture, New York University Press, United States of America 2006, p176

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.

24

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

25

Figure 34 –

Chart with current virtual reality sites to

tweens and numerous sites

in development

demonstrating the popularity

of virtual reality

26

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

tweens have their own phones.64

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

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.

27

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

of choice. Tweens’ lives are and will forever be linked with media and

technology.

How to Reach Tweens

When we pull up in front of abercrombie, the preteen version

of Abercrombie & Fitch, silence falls over my crowd. With its

cloying over-spritzed air, loud thumping music, blowup posters

of young girls and boys, this is ground zero for tween fashion

worship: collared shirts in sorbet 66

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

colors, tanks so thin they often come with holes already in them and skin-tight jeans that curvier teenagers can’t squeeze into.67

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.

But doesn’t everyone? Possibly, but tweens take this to a whole new

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

‘abercrombie effect’. Take abercrombie (see next page); it is one of the

largest and highly noticeable tween brands. A group of girls who all only

wear abercrombie will appear to be ‘cookie-cutters’, exact replicas of

each other. In reality, they all see themselves as unique - styling

themselves differently with jewellery, accessories, make-up or shoes.

67

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 /nyregionspecial2 /22RSHOP.html> accessed 31 Jul 2009

28

68

68

Mom Blog dated 24 June 09 web page from <http://www.loobalee.com/blog/ abercrombie-kids/> accessed 1 Oct 2009

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….

Am I mom of the year? Or does this chain have a brilliant marketing strategy? After all, here I am buying

and I really don’t want to be here.

Mom

Figure 36 - 39 – abercrombie clothes – 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 individuals.

29

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,

A major characteristic of Jones Soda is that the brand

consistently builds on a ‘Me brand feeling’/ this is designed

to make the consumer feel ‘I found the brand. I invented

the product. I own the brand. I recommend the brand.’69

70

69

M.Lindstrom, p148 70

J. Louis, The perfect drink when 'jonesin' for a cold one

Drink of the Week: Jones Soda, article dated 9 Seo 2009, web page from <http://.www.thespartandaily.com > accessed 1 Oct 2009

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

the flavors the company releases.

In 2009, to honor Barack Obama's inauguration, Jones released the Orange

"You glad for change" colored cola that is available on its Web site. How rare

is it that you find a soda that is not only great tasting but also encourages

youth to be supportive in a presidential campaign?

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.

30

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.

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

Figures 42-

Text speak language that is common with tweens

31

Unfortunately, a side-effect of this strong friendship is that once their

loyalty has been tarnished or disrespected, tweens will instantly forget

the brand exists. They need companies to admit wrong doing, apologize

and even correct mishaps. If brands are not willing to take action then it

could possibly lead to their death. Tweens love brands that take a stance,

have a mantra, or just give off a vibe that aligns with their views on the

world and their personality. According to Lindstrom, all tweens have six

core values in common - Stability, Humour, Fear, Mastery, Fantasy, and

Love.73 The most successful tween brands tap into as many of these

core values as possible, with each core value that aligns creates a

tighter bond.

73

M.Lindstrom, p26

Tweens are both curious and sceptical so they always search for more

information and will want everything to be available 24/7. Lindstrom

reports that,

They want websites that are easy to understand and have a

privacy policy that is well communicated on the site in a way

which reflects the brands core values and that tweens can

identify with. . . . Tweens need to be able to talk back - brands

must involve tweens or risk being perceived as arrogant.74

Tweens love being involved in new product development, contests - even

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.

Jenkins in his book Convergence Culture explains that, ‘Trans-media

storytelling is perhaps at its most elaborate, so far, in children’s media

franchises like Pokémon.’75 Pokémon is one of the most successful tween

74

M.Lindstrom, p303 & 304 75

H. Jenkins, p128

Figures 43, 44- Friendship bracelets above, Best Friend friendship necklace, right

Tween friendship Symbols that they give to their friends as public displays of friendship

32

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

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

Figures 45- Pokémon website – In the News section tells tweens to watch the upcoming episodes on TV to get some new tips

33

Conclusion

The key to the children’s market used to be the products, the branding and the marketing,

tomorrow’s winners will be those that first find ways to

make the children true stakeholders of the company &

so part of the company’s destiny.78

By now it may seem obvious that there is a lot to explore about tweens.

Whether you are a company, brand, or advertising agency, you should

now be able to recognize, understand and speak to tweens more

effectively. It is important to remember when planning for your next

78

M.Lindstrom, p212

tween campaign, or formulating a new tween brand, advertising to

tweens is not just a list to check off. Research still needs to play a big

role upfront. We have already seen that tweens are highly influenced by

their surroundings and have been known to change their views and likes

often. Companies must conduct specific research and evaluate what

current tweens think/feel about their brand. This document provides a

platform of understanding with enough information and rationale as 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

concerning your brand, opinions, pop-culture, society, parents and

tweens.

How does one predict the primary influencers of tweens? In order to

embark on a successful tween campaign in the future, remember these

fundamentals:

ONE Tweens today are older and in some ways not like kids anymore

even though they are between the ages of 8-13. Parents today play a

different role in tweens’ lives than in the past. Many parents today are

more supportive as friends rather than as parents. Kids have learned to

34

be consumers from the first trip to the grocery store with their

mothers.79

TWO There are rules and regulations in place to govern advertising to

tweens which must be investigated and followed.

Advertising to tweens should be taken serious and

ethically as it does impact society.

THREE Tweens have been around for almost 20

years and marketers and brands are still baffled by

them. Tweens have enormous power and

influence as a collective whole. They have the

ability to make or break stars and brands in a very

short span of time. Most important to companies

are that tweens have:

100% disposable income

Spend $51 Billion/yr80

Influence over another $170/Billion/yr81

79

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

New York Times website <http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html> accessed 31 Jul 2009 81

L.J... Seymour, ‘Tweens ‘R’ Shoppers’, article dated 22 April 2007, web page from The New York Times website

By 2010 there will be 63.5 Million under 1582

3 markets in 183

FOUR Tweens are influenced by everything!! Technology, TV, pop-

culture, celebrities, parents, and peers. They want to

appear older and more mature to impress older tweens,

teens, and adults. They are very materialistic and brand

conscious and use brands and objects to define

themselves. They usually hear about brands and trends

from friends. The different types of tweens are important

in getting your message out.

84 FIVE TV is still king for tweens. Internet may be #2

but it is becoming more popular and tweens are still the

most actively engaged with it. Tweens today live more

varied and global lives than previous generations85. Mobile phones are

more important to older tweens.

<http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html> accessed 31 Jul 2009 82

D.Schumann and E.Thorson, p343 83

J.McNeal, Children as Consumers: Insights and Implications, D. C. Heath and Company,

United States 1987, p10 84

M.Lindstrom, p215 85

M.Lindstrom, p17

An estimated 20 million tweens

in the United States alone are

far more interested in fashion,

electronics & videos which cater

to the tweens’ increasingly

sophisticated tastes – so much

so that the average tween

would be at a loss if asked

directions to the local toy store.

35

SIX Tweens seem to be highly complicated and strive to be

individualistic on the surface, but deep down they possess many of the

same qualities. They want brands and companies to be transparent,

authentic, and honest. Tweens want the opportunity to form a

‘friendship’ with brands and expect the brand to

take on ‘human’ qualities and emotions. Tweens are

very curious and are constantly looking for

storylines, added content, games, new versions,

accessories etc. They also are fascinated by non-

traditional media such as mobile phone and video

game advertising.

Companies need to remember that tweens are

savvy, sophisticated, and price conscious about

their purchases. Everything they buy, wear, and

use they see as an extension of themselves and their

personality. In order to best harness the power of

the tween market companies must specifically

select not only the tween demographic but specific tweens underneath

for messaging to be relevant. Even though there are only five years

between eight and thirteen, there is a world of a difference between the

two.

Trying to appeal too wide, to both sexes, across a broad age

segment, and across too many cultures, will result in the instant

death of a brand.86

No brand that tries to appeal to all will survive, therefore companies

must first select younger or older tweens, then whether

to market towards boys or girls. Once this has been

established it can become even more precise with the

‘type’ of tween the messaging will attract (whether they

are persuaders or edges etc).

The challenge for business that emerges is twofold: - to

do stuff that engages the individual emotionally – to do

stuff that engages the individual so strongly that it is

felt to be worthy passing on.87

It’s best to let a ‘type’ of tween interact with the brand

first and then it will have a trickle down affect to the

other tween types exposed to it, which usually happens

at school. If tweens feel like something is really that noteworthy of their

time and money they will want to share it with all of their friends no

matter where they live in the world. This adoption process is what

86

M.Lindstrom, p4 & 84 87

M.Earls, p111

Traditional information channels

are seen by tweens as plain

cumbersome, if not somewhat

bizarre. Think about it. Books

don’t have clickable links offering

further information. Music

played on the road is selected by

someone other than themselves.

Newspapers are far to general, &

you have to wade through pages

of print to find the odd snippet of

information relevant to a tween’s

world.85

36

allows successes like Pokémon occur. Once the demographic has been

determined, the proper models or role models, the messaging and

language tailored to them, and then the media take

centre stage. Companies must think about utilizing

new and exciting spaces and methods to showcase

their communication. Think new spaces like-

mobile phone screens, ringtones, mobile phone

covers, buying a search engine for a week like yahoo

(turning buttons into MandM’s).

While these options seem intrusive to adults they are the perfect way to

attract tweens. They are the most receptive to advertising in new spaces

(like on mobiles, e-mail etc) and will usually respond positively. TV is

still the most powerful and effective way to reach tweens if utilized

correctly. The role of TV is to inspire tweens, and direct

them to a website or other media to uncover more

information.

Lastly, companies and brands that truly embrace tweens

through Lindstrom’s six core values of Stability, Humour,

Fear, Mastery, Fantasy, and Love may appeal to this

market, but they must listen to them as well. The tween

brands who actually utilize tween opinions and knowledge to improve

themselves will become the ultimate lasting tween brands.

Relevance, simplicity &

humanity – rather than

technology – will

distinguish brands in the

future.

37

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42

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43

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