PRLog (Press Release) - Jun 27, 2008 -
“They grow up too quickly...” A common parental cry when daughters have moved their Barbie doll to the disused toy box. While the life of a doll is reducing, the business shrewd have seen a new emerging market. MGA entertainment flooded the market with the Bratz range and disney released the ubiquitous high school musical range to capture the audience that so quickly outgrew Mickey Mouse and Donald Duck. And when high school is out-grown, Hannah Montana is ready to sell her avalanche of purchasable merchandise, while hot on the heels is Miranda Cosgrove from Sony and Nickelodeon. Its the products that are demanded today and out-grown fairly soon; all aimed at those who aren't quite teens known as the Tween Market.
The knock-on effect of the Tween Market has seen a revival of the kid's party for older children. The last decade has seen the starting age of the “invite all to a traditional birthday party” reduce to 3 year old and exhausted before they turn 8. The tween market has seen a return for this party style re-packaged with a X-factor, American idol or High School Musical flavour. “The big companies are marketing and investing big money to girls between 8 and 12” says Sarah Rose from Small Important People “...the knock on-effect is smaller companies such as ourselves are having to introduce new parties following requests for entertainment themed around the music shows”.
The value of the tween market has many estimates, but with 90% of the age group now on-line, it means there is a lot of money to be made from the young impressionable internet surfers.
References:
http://www.smallimportantpeople.co.uk/
http://tv.disney.go.com/
http://tv.disney.go.com/
http://www.nick.com/
http://www.media-
