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Beyond The Box Productions. New Technology and Girl Power December 12, 2005 Presentation by Paula Silver. The ‘Tween’ Market. 28 million American kids currently between the ages of 8 and 12 $51 billion spent by ‘tweens’ themselves

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Beyond The Box Productions

New Technology and Girl Power

December 12, 2005

Presentation by Paula Silver

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The ‘Tween’ Market

  • 28 million American kids currently between the ages of 8 and 12

  • $51 billion spent by ‘tweens’ themselves

  • Additional $170 billion spent by parents and family members directly for them

  • Age Compression – ‘Tweens’ are “getting older younger”

    • Growing up faster than previous generations

    • Growing out of toys at an earlier age

    • Gravitating toward more “grown-up” diversions

      • Influenced by TV, popular music and movies

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Understanding ‘Tweens’

  • Tactics used to better understand the lifestyle of a ‘tween’

    • In-school media boards for advertising

    • Television

    • Viral marketing

    • Book covers for textbooks with ads on them

    • Traditional mall intercepts

    • "Day in the Life" videos and journals

  • Girls Intelligence Agency

    • Market Research through “slumber parties”

      • Focus groups conducted in ‘tween’ girls' own environment: their bedrooms

      • Girls discuss products with their friends and report back to a GIA agent

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‘Tweens’ and Media

  • Teens and Tweens (age 8-18) are exposed to 8.5 hours of media content per day including:

    • 3 hours of TV

    • 2 hours of music

    • 1 hour+ leisure time on computer

    • 1 hour playing video games

  • Many ‘tweens’ have never actually "dialed" a telephone

    • Of the 26 million ‘tweens’ in 2009, 4 million will be using their own cell phones

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‘Tweens’ and Technology

  • ‘Tweens’ are the CTO’s in their families

    • Key decision makers in family tech purchases

      • May be the only ones in the house who understand how things work

      • Influence $60 billion in spending annually

    • Communicate and network with peers

      • Viral, peer to peer marketing – “I gotta have this, I gotta have that”

    • A generation of multitaskers

      • Taking part in multiple activities is common – e.g., watching tv while instant messaging and listening to music

      • 8.5 hours of media per day is consumed over an average period of 6.5 hours

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Advertising to ‘Tweens’

  • ‘Tweens’ are:

    • Bombarded by media messages

    • Intuitive with technology

    • Opinionated

    • Highly impressionable

  • Advertising dollars and brand building needs to evolve with its audience

    • Brand awareness kicks in at age 7

    • Subtle and diffused campaigns

    • Value is in online and tactile experiences, not TV

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Advertising to ‘Tweens’ (continued)

  • AOL’s online service for kids, KOL, is sponsored by companies like Nintendo and Motorola

    • Ads are more interactive and engaging than 30-second TV spots

    • Ads can hold a ‘tweens’ attention for several minutes at a time as they view preview clips and sign up for news and games, all accompanied by ads

  • Ellegirl magazine – readers enter a contest by using their camera phone to snap and send a photo of a print ad.

    • Turning print into an online, interactive medium

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Toys for ‘Tweens’

  • Playing with toys is off the list

    • 8% of kids in the fourth through seventh grades said playing with action figures was something they love to do

    • 4% said playing with dolls was something they loved to do

  • Growing distinctions between childhood ages are pronounced enough to warrant products, services and retail stores specific to this demographic

    • Build-A-Bear

    • Paint Your Own Pottery

    • American Girl Store

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‘Tweens’ and Cell Phones

  • ‘Tweens’ were once considered to be a demographic too young for cell phone ownership

    • Busy parents now relying upon wireless phones to help them keep track of their kids

    • Family plans and free mobile-to-mobile calling is making it economical and easier for a household to support multiple wireless phones

  • Cell phone ownership among 12- to 14-year-olds increased from 13 percent in February 2002 to 40 percent in December 2004

  • ‘Tweens’ are loyal customers

    • 93% say they have a high level of satisfaction with their carriers

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Tech Toys

  • The wireless industry is eyeing the ‘tween’ population

    • ‘Tweens’ influence buying decisions, making tween-oriented devices and mobile content a compelling strategy

    • ‘Tweens’ recognize the entertainment potential of the device

      • Phones have as much to do with entertainment as with communications

  • Parents will eventually pay for data services that their kids want

    • Data average revenue per user for ‘tweens’ will reach $1.53 in 2005 and will grow to $3.13 in 2007

  • As a result, toy manufacturers are extending their characters, stories and activities into the mobile space

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Creation and Age Compression

  • Mattel

    • Caught in age compression bind with many kids aging out of its products at a faster rate

    • Moving into making computers, computer accessories and interactive software aimed at extending the company’s toy lines

      • Formed an alliance with Hewlett-Packard to build Barbie and Hot Wheels printers and imaging software

      • Building Barbie and Hot Wheels branded personal computers running Windows 95

      • Will finance these new, branded computers for $14.98, making them affordable for the market

    • Other tech toys: Vidster digital video camera

      • Aimed at fostering creative impulses in tech-savvy kids

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Mobile Content

  • Companies are creating features that specifically target ‘tweens’

    • Wherifone

      • Features GPS location tracking of the phone – and the ‘tween’

    • FireFly Mobile

      • Features five keys instead of regular dial pad

      • Parents can program up to 22 outgoing numbers into the phone, including speed-dials for Mom and Dad

    • Single Touch Interactive

      • Building a phone for Mattel that will use the Barbie My Scene line-up of characters

      • Also developing an XGames phone for boys

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Girls vs. Girls

  • American Girl

    • Building interactive experience in Los Angeles with 150-seat theater for a live Broadway-style "American Girl Revue,” hair salon and café for girls and their dolls

  • Groovy Girls

    • Dolls of different skin tones, hair types and facial features reflecting the real American ethnic landscape of today

  • Homogenity vs. Diversity

    • Creativity as an equalizer for girls

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Spinach, or Mac & Cheese?

  • Evolution of messages that are communicated through entertainment and toys

    • Popeye of the 30’s

    • SpongeBob SquarePants of today

  • Entertainment and toys have the power to influence

    • Serve as role-models for girls

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  • Getting youngsters involved in the creative process

    • Kids contribute to projects via the Internet

      • Creating storylines for TV show

      • Localized newspaper content written by kids

    • 2 children on advisory board, 150 child stock-holders

  • Promoting properties with a broad-reaching approach across different media

    • Books

    • Web site

    • TV series

    • Toys

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“Siyathemba” Football Club

  • Project in Somkhele, South Africa

  • Multi-purpose stadium/club

    • Health Education Center (HIV awareness)

    • Area’s first girls’ football league

    • A space for South African girls to come together

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  • Young girls are becoming more connected and focused on technology every day

    • Appeal across different media channels

  • Use available tools to get kids involved

    • Creativity fosters community