Marketing to Tweens
Chris Reidy of the Boston Globe writes a nice summary article about marketing to the burgeoning segment of tweens, or those aged between 7 and 12. It's estimated that there are 20 million of them out there who have graduated from PBS and are now working their way towards the belly-baring teens years.
Marketers, of course, have jumped all over this segment marketing so called older products to this younger market and using celebrities like Shakira to do it. And parents are going along for the ride.