Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Tween
Targeting
The market (be)tween children and teenagers is hotter than ever.
5.9
Trend score
Trend
What is the Tween Targeting trend?
Tween Targeting: Description - Almost every tween marketing article we’ve posted has soared in popularity. More interesting is the fact that this demographic has entire virtual worlds being created for them. Sites like Barbie Girls, Webkinz and Club Penguin are huge with the tween audience. Overall, Bebo (not shown) has been the most successful social network for this demographic.
Implications - Marketers who reach tweens in these new worlds are teaching them to become brand conscious at a very young age. The sophistication of these virtual worlds allows for brand interaction and targeting that far surpasses that of television. Brands that want to reach tweens will need to stay plugged in to the development of these worlds.
Trend themes
Themes within the Tween Targeting trend
Three behaviours holding the trend together01
Virtual Tween Worlds
Virtual-reality gaming for tweens could be the next big gold mine, as it showcases high brand interaction and targeting surpassing that of television.
02
Tweens in Virtual Marketing
The sophistication of virtual worlds that allow for brand interaction and targeting far surpasses that of TV, showcasing opportunities for successful and responsible engagements.
03
Tweens' Awareness and Eco Designing
Tween minds show an increasing need for considering sustainability and global needs, leading to innovative eco-initiatives such as building a homeless shelter from recycled packing products.
Industry implications
What the Tween Targeting trend means for industry
Where the trend changes the playbookFor
Gaming and Entertainment
Industries can explore the integration of sophisticated brand targeting and interaction within virtual games and worlds to reach more young audiences, and break the barriers of potentially intrusive advertising tactics.
For
Fashion and Design
Initiatives to create more eco-friendly products can be inspired by pre-teen designers showcasing sustainable options through recycling materials and products.
For
Beauty and Lifestyle
By being aware of the needs of an over-stimulated young generation, businesses can leverage trends like Budclicks and create safe spaces for young girls to relate and feel comfortable with themselves.
Trend signals
Trend signals for Tween Targeting
Trend score 5.9 out of 10, from popularity 79%, activity 91%, freshness 8%.
Popularity79%
Activity91%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Tween Targeting trend
11 featured examples from Apr 12, 2007 to Jun 25, 2009CategoryPop Culture
Vampire Barbies
Twilight Dolls Replicate Robert Pattison and Kristen Stewart
A chance for toy manufacturing companies to capitalize on the growing demand for movie and celebrity-inspired dolls.
CategoryPop Culture
Disney Idol Fashion Lines
The Hannah Montana Clothing Collection Targets Tween Shopping
Fashion industry can tap into the growing demand for trendy and age-appropriate clothing for tween girls.
CategoryLife-Stages
Digitized Animal Interaction
Toy Company Ganz Introduces Webkinz, the Virutal World for Kids
The toy industry can explore disruptive innovation opportunities by integrating digital gaming features and creating interactive toys that connect to online platforms.
CategoryCelebs
Virtual Paper Dolls
Dress Up The Olsens, Paris, John Travolta
Disruptive innovation opportunity to create new online gaming experiences that combine fashion, virtual dolls, and celebrity elements to attract a younger demographic.
CategoryArt & Design
Preteen Street Artists
10-Year-Old Solveig is Hailed as the “Female Banksy”
The art and design industry can tap into the creativity and fresh perspectives of young street artists to create innovative and unique artworks.
CategoryLife-Stages
Virtual Worlds For Tweens 2
Club Penguin
The entertainment industry can tap into the trend of virtual worlds for tweens by creating engaging and interactive content that appeals to this demographic.
CategoryLife-Stages
Supermodel Dolls
Heidi Klum Barbie Sports a Hot Pink Sparkly Disco Dress
The toy industry can capitalize on the trend of humanized dolls and celebrity-inspired toys by creating customizable and fashionable dolls that cater to a wider range of consumers.
CategoryLife-Stages
Earbuds for Tweens
Budclicks
Companies in the consumer electronics industry could create their own line of customizable earbud accessories, like Budclicks.
CategoryPop Culture
Tweenriffic Male Stars
Grooming Hollywood Preteens To Appeal to Young Boys
Entertainment companies can tap into the potential of the underserved tween male market by creating content and products tailored to their interests, such as TV shows, movies, vid…
CategoryEco
Preteen Eco Designers
12-Year-Old Designs 'Home Dome' From Recycled Products
An industry that can explore the use of recycled materials in architectural design and construction.
CategoryLife-Stages
Tweenebe
Parents Inspired by the Carefree Life of Tweens
The entertainment industry can capitalize on the trend of parents enjoying family-oriented activities and create new entertainment options for families.
