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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. 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

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  1. Beyond The Box Productions New Technology and Girl Power December 12, 2005 Presentation by Paula Silver

  2. 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

  3. 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

  4. ‘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

  5. ‘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

  6. 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

  7. 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

  8. 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

  9. ‘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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. Starfarm • 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

  16. “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

  17. Conclusion • 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

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