Tween Treasures

They’re young, fashion aware and they’re still out there spending. They are Tweens, the age group between 8-12 and they can be a continuing source of sales for your shop.
Research and Markets (www.researchandmarkets.com) in its  report “Marketing to Kids and Tweens in the United States” reports that the group represents about $51 billion in spending power. In addition, if Tweens find something they like, they will tell all their friends or even buy one and buy another one to give to a friend.
Youth media firm Ypulse specializes in this market. Here are some of the values that motivate Tweens:
•  need to belong
•  desire for power
• desire for more freedom from parents (though parents approval of their choices is still important to them)
•  desire to have fun

All About Tween
“The Tweens of the 21st century are very competitive and are involved in many different activities,” says Seong MacLaren, owner and designer of So Seong, Inc.
“Sports like basketball, soccer, softball and volleyball are more popular than ever before. Tweens also love to show their spirit through dance, cheer and gymnastics. They are very accountable and well-educated about our environment and they support ‘Green’, eco-friendly products. Our schools are educating the students about healthy habits, by encouraging proper nutrition and the importance of daily exercise. The previous focus of being ‘model thin’ seems to be redirected to a more ‘health conscious’ mind set.
“Life continues to revolve around their many different friends. It seems to define who they are. Many own cell phones by the time they are 8 years old and OMG (oh my gosh)...... I.M. (instant messaging) and texting is their #1 favorite past time.  This enables them to keep up with who’s doing what, when and where.  Parents who want to communicate better with their Tweens need to learn the texting lingo, R.U.? Tweens also take many digital photos and share them with one another by computer, cell phone, iPod and as a gift enclosed a fun photo frame, like the ones from our company, So Seong.”
Tweens are also the first group to have grown up with computer and Internet access. This makes them aware of all the latest trends and always on the hunt for the next new thing.
“Tweens are all about themselves,” says Gina Eckstein, chief executive officer at Linx & More (818/224-4050), who also lives with a Tween.
“Tweens are just learning about themselves and they love to incorporate who they are into how they dress and into their jewelry. Our clear lockets let them add the charms that show what is important to them.”

Tween Power
“The Tween category is quickly becoming one of the gift industry’s most popular,” says Fred Pannek, vice president of product development at Mud Pie.
“Not only do Tweens have access to a spending budget, but they have the power to influence the spending of billions more dollars on everything from cell phones and clothes to room décor and school accessories. Popular trends reflect the new generation of multi-taskers ability to do their homework while text messaging friends and roaming the Internet, including ‘tech-savvy’ gift products in fashionable colors and prints.”
The company has introduced its first-ever Tween gift collection, Laugh Out Loud. It features popular text acronyms such as LOL, LYLAS, on magnet boards, lunch boxes, personal diaries, colorful T-shirts, and polka dot boxer shorts.

In My Room
One place where Tweens can display who they are and what’s important to them is their room. Companies know this offer an array of colorful frames, containers, wall hangings and room accents.
“We are finding that the Tweens are still spending a great deal of time in their rooms and decorating those rooms to make it a place they can call their own,” says Jason Butts, national sales manager at Three Cheers for Girls.     
“One tip for retailers I have is the following: If they want to be real successful attracting and selling to Tweens, they need to make themselves a destination. By that I mean they should carve out a section in their store devoted to tweens. Decorate that section as a tween would, make them feel comfortable in the surroundings.”
It is said that Tweens are about wanting the latest thing, being all about it for awhile, and then moving on to a new thing. To keep up with the ever-changing Tween mind, RoomMates (717/851-0249), a division of York Wall coverings offers a line of decorative peel and stick appliques.
The company says all RoomMates products install in seconds (just peel and stick), work on any smooth surface (painted walls, furniture, mirrors, tiles, glass, even automotive surfaces), remove and reposition in a snap and over and over without losing their adhesive properties—and never leave any sticky residue or backing.
“We have more kids licenses than any other company in the category,” says P.J. Delaye, COO of RoomMates. “We have prestigious brands and characters such as Barbie, Nascar, Littlest Pet Shop, Curious George, Thomas the Train, Bob the Builder, Spiderman, Batman, Superman, Iron Man, Hello Kitty, and some very Hot properties for Summer ’09 among which: Transformers II, G.I. Joe, Star Trek (all three major motion picture releases with massive marketing budgets and product tie-ins),  I Carly, Ben 10....and the list keeps on growing.”  
“We also have more kids lifestyle than anyone else: Lots of moms do not want licensed or cartoonish characters...We offers tons of great looking, sophisticated and/or whimsical designs for any kids room.  Jungle Animals, Fire Trucks,  Sports themes, Extreme Sports, Space, Transportation, Nautical, Princesses, Pirates, Dinos, Butterflies, Stars, Clouds, or just plain dots in today’s trendiest color combination.” He says the majority of the line retails for $12.99 up to $21.99.

Fun and Funky
High IntenCity is a company that knows a lot about Tweens. Retro rainbows, funky monkeys, and too-cute cupcakes are the themes for its new line, High IntenCity Collections. The trendy, yet super sweet, line features capsule collections that include 10-piece hair elastics, and post earring sets, all designed with a pop-art pulse.
They say the Collections  inspire tons of mix and match fun while interpreting trends and  styles of the moment.  “As the fashion world welcomes the latest thing, High IntenCity Collections will house and introduce what’s hot and new with High IntenCity sensibility,” says Renee Levy, President of High IntenCity.
    
Thoughts on Paper
As Tweens continue to discover who they are, many of them want to express and keep their impressions and turn to the written word. Iota legacy journals offer a beautiful and private place to jot down and preserve plans and dreams. Adorned with colorful, bold, sophisticated and playful designs, the journals have a great appeal for Tweens, a group that wholeheartedly embraces the art of journaling. As Tweens begin to make their own purchase decisions and seek products that reflect their unique style, the company says the journals resonate with this young, but increasingly savvy demographic.
 All of Iota’s niche designs are created by Kelly Alford, vice president of design. The journals are one of the company’s most popular products due to its easily transportable size and affordable price point, and would make a fine gift.

Tweens Welcomed Here
Tweens can be a new source or continuing source of sales for your shop.Tweens like to shop and buy for their friends. To echo Jason from Three Cheers: Making room for Tweens or consolidating your selections can show your shop as Tween-friendly. Tweens are still looking for what’s new and fun. They may still be able to buy it—especially if the price is right.
And remember those Tweens have influence with their parents, not to mention other Tweens. Welcome them into your shop with trendy, fun products, colorful displays, and graphics. It could be the beginning of many sales now and as they grow up a long-term friendship.

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