Influx

Tweens are the expanding demographic that every marketer wants. Brands like Bratz who have built a strong equity with the audience are now moving into tween lifestyle categories; bicycles, CD players, digital cameras and telephones. Bratz’s goal is for its toy business to account for just 45% of revenue.

http://www.bratzpack.com

Clothing retailers like Saks, with Club Libby Lu and The Limited Too are eyeing this expanding tween girl market that grew over 7% last year to reach $6 billion.

http://www.startribune.com/stories/535/5060029.html

Furniture retailers and makers are also looking at a burgeoning business (worth $17 billion for room furnishings for young people from third grade to high school) against this demographic. Brands in this category include, Justice and Pottery Barn’s PB Teen (launched by BSSP Design). TV exposure is influencing category growth, Trading Spaces now has a junior version of its hit show.

http://www.nytimes.com/2004/11/03/business/03teen.html

http://www.foamz.com/

http://kids.discovery.com/fansites/tradingspaceskids/tradingspaceskids.html

There are even reports of health clubs devising programs especially to attract tweens.

http://www.dfw.com/mld/dfw/living/health/10087116.htm?1c

Do you market to them as kids or adults? Marketers are now using kids desire for independence and autonomy in their communication. They seem empowered to make their own decisions and are involving their parents less and less. Is childhood disappearing? Are tweens really small teens or even adults? What does it mean for if your brand is in the toy or food business? Can your adult brand reach out to the tween market? Stay tuned to Influx for more observations and insights on this rapidly transforming market.

http://www.influxinsights.com/index.php?id=55

ideo agrees with us, tweens are neither teens or kids