he life of the tween is complex and at times chaotic. For brands, embracing the tween market offers huge commercial potential. Tweens have a massive amount of spending power (often through parents) and as young consumers they are developing tastes and opinions on everything from fashion and music to sport.

1. TOP tips for engaging and
influencing tweens
At Playground we have a long history of working with leading tween brands and we understand how to research them. We have a range of
products that put us at the heart of understanding the brand as well as opportunities to help develop them across the tween market.
If you would like to find out more about our expertise please contact Charlotte Butterworth or a member of our
Playground team.
E: playground@futurethinking.com T: +44(0)20 7843 9777
www.futurethinking.com
For brands, embracing the tween market offers huge commercial potential. Tweens have a massive amount of spending power
and as young consumers they are developing tastes and opinions on everything from fashion and music to sport. Influencing the
tween is a brand’s biggest challenge. So what do brands need to understand to engage with tweens…
#1 Defining tweens
Whilst tweens may be defined by their age (8-12
years), they can really be defined by their attitude
and behaviour. As they transcend from child to
teenager they will become increasingly emotionally
complex and their development behaviourally,
physically, mentally and particularly in terms of
maturity will be affected by a host of influences.
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What makes them tick?
Tweens are influenced by a wide range of factors,
but crucially the older the tween, the more they
are defined by trends rather than their parents. For
tweens it’s all about a desire to fit in. For brands
it’s about being part of that trend and engaging
tweens; through the influence of friends, media,
advertising, celebrity and even parents.#3The role of digital
For tweens the digital world is the real world and
expectations of technology are high. Whether
playing, learning or socialising, tweens spend
increasing amounts of time chatting, texting, sharing
photos and video. Screen time is king and brands
need to listen, understand and engage; through
online and the latest apps; whether it’s Instagram or
Snapchat, Tumblr, Kik, Vine, Pheed…
Path to purchase
journey
Kids know what they want or “need” and generally
it’s about what makes them cool in front of their
peers. Whilst small ticket items require minimal saving
time and have easier sell-in with parents, for more
costly items it’s a more complex issue. Whilst pester
power is not to be underestimated, with parents as
gatekeepers, the in-store experience, advertising and
merchandising all come in to play.
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Drivers of fashion
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#9
Extending a brand’s
success to create an
iconic brand, one
that’s cool and is a
must have item with
children, relies on
creating an emotional
link. Successful brands
do this by developing
a story and creating
a bond which tweens
engage with.
Creating
brand loyalty
Maximising
sector presence
Innovation
Celebrity is everywhere
and whether parents
like it or not they are
powerful role models.
From what they wear
and the brands they
are associated with,
they can be hugely
influential to a brands
success. Remember,
products can be hot
one minute and not the
next, so understanding
why tweens’ tastes
and attitudes change
presents an additional
challenge for brands.
Media & advertising
For many tweens traditional TV viewing is dead, but that
doesn’t stop the average child seeing tens of thousands of
ads a year, absorbing commercials, sponsorship and product
placements. Viewing has shifted to streaming services
(YouTube, iPlayer, Netflix) and campaigns need to focus on
maximising their understanding of all media channels and
optimising engagement.
Capitalising on a brand’s
potential is all about
maximising presence by
generating visibility of the
brand through multiple
touch points in terms of:
retailer buy-in, advertising
and sponsorship/
licensing opportunities
across as wide a range
of categories. Ultimately
the more integrated the
product is to the brand,
the greater the propensity
for tweens to engage.
Today’s media age is probably
the key reason why kids
evolve faster these days.
For marketeers this means
that even within the tween category there are
opportunities for brands to develop products and
services that are specifically designed for different
age groups within the tween market. Markets need
to evaluate and innovate to ensure they maximise
their potential.
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