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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

Beyond The Box Productions

New Technology and Girl Power

December 12, 2005

Presentation by Paula Silver

the tween market
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
understanding tweens
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
tweens and media
‘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
tweens and technology
‘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
advertising to tweens
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
advertising to tweens continued
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
toys for tweens
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
tweens and cell phones
‘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
tech toys
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
creation and age compression
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
mobile content
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
girls vs girls
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
spinach or mac cheese
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
  • 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
siyathemba football club
“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
  • 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