DualBook.com - Chapter 3: Retail's Catch 24-7

	In 1996 Abbotts Kids Village, the worlds first mall catering exclusively to children, opend it doors. What was originally a simple idea has encompassed the total village concept. The success of the kids village concept doesn't necessarily reflect a general trend among the toy industry, which is struggeling at targeting an ever-changing market. The days of toy trains, miniature cars and stuffed animals are long gone. An estimated 20 million tweens in the United States alone are far more interested in fashion, eletronics and videos that cater to the tweens increasingly sophisticated tastes - so much so that the average tween would be at a loss if asked directions to the local toy store. Age compression is apparent in every move tweens make today. Girls, for example, are over Barbie at the tender age of 8. This used to be around 11 or 12. Boys of 10 are no longer interested in LEGO. As a result they're spending less time in the toyshop and more time at retailers like CompUSA or Claire's which have expanded their video game and make up areas. Quite simply, the definition of toys has changed. Every statistic emanating from the BRANDchild study indicates that adult brands are substantially more admired among tweens that first anticipated. Tweens are in short attracted to lifestyle products, and they're going to go wherever they can find them. In this chapter Martin Lindstrom looks at how tweens are spending their money, what drives their purchase and how this will affect the future of brand building in a revolutionary way Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter Pumping up the volume A to-do-list on how to target Tweens
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