The Tween Market

"The Tween Market" of the Media Awareness Network notes "the marketing industry is forcing tweens to grow up quickly. Industry research reveals that children 11 and older don't consider themselves children anymore. The Toy Manufacturers of America have changed their target market from birth to 14, to birth to ten years of age." "A 2000 report from the Federal Trade Commission in the U.S. revealed how Hollywood routinely recruits tweens (some as young as nine) to evaluate its story concepts, commercials, theatrical trailers and rough cuts for R-rated movies" Companies market to "cool", going so far as to use "cool hunters" or "cultural spies" to find the latest trend to capitalize on. Trendhunter Magazine shows evidence of this marketing strategy. Further there are efforts on the part of companies to target and groom children and tweens to be the next big celebrity. "Tweenriffic Male Stars" shows tween males being targeted for grooming and marketing to girls. These marketing actions are a reality; we need to be informed and aware of their impact on children.

Fashion marketers use young models provocative campaigns to sell their clothes. Abercrombie & Fitch advertising stands out, with their large posters and shopping bags featuring scantily clad youth. I have found these ads quite disturbing, especially with the shopping bags showing up in many locations and thus exposing inappropriate, sexy images to children.

Historically, media messages toward girls predominately promote girls as interested in fashion, shopping, boys, and celebrities; while boys are interested in sports, video games, hanging out and cars. Marketers exploit these stereotypes through ads and products. Packaging gender and childhood is a marketing strategy that continues to be capitalized on and an issue we need to be aware of.

Further reading. Students in Libr 210 posted these articles:
"Tween Girls Bombarded with Unhealthy Messages". Corporations are using sex to sell to tweens, pushing items to these vulnerable and easily-influenced children who, by and large, want to be and act older. This is a disturbing notion should alert parents and educators to the need to find ways to help develop tweens's esteem and to become more informed.
Marketing and Tweens from Businessweek; provides more insights on the various tween markets and indicating "marketers have been quick to notice that the growing distinctions between childhood ages are pronounced enough to warrant products, services, retail stores and marketing tactics specific to the "bridger" age" and parental involvement.