The power tweens

These savvy 8-to-12-year-old girls are such a mighty market force they merit their own D.C. convention.

The grand ballroom at the Capital Hilton glowed neon purple, and Idol-er David Archuleta’s “Crush” pulsed from giant speakers.

Less than a mile from the White House, the First National Tween Girl Summit – yes, summit – was under way. The event was part serious confab, part sparkly hearts and butterflies – just like its audience.

That would be those conflicted wannabe teens (but not quite there yet) – the 8- to 12-year-olds known as tweens.

Companies are cashing in on this tween influence, eager to seal brand loyalty at ever younger ages, said Scott Testa, a professor of business at Cabrini College who specializes in the demographic. More than ever, the marketplace is pushing a tween lifestyle heavy on teen aspiration, despite concerns from developmental experts – and even marketers themselves – over the loss of childhood.

http://www.philly.com/inquirer/magazine/20091021_The_power_tweens.html

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