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Beyond The Box Productions

Beyond The Box Productions

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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