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	Traditional lore tells us that little girls are made of sugar and spices and everything nice, and boys are made of frogs and snails and puppy dog tales. But there are no guidelines to getting inside the dreaming harts of today's tweens. We can only look back on recent marketing successes to see if we can find the formula that made the Ninja Turtles, DragonballZ, Harry Potter and Pokemon the winners that they were. Probably without even knowing it at the time, their inventors got the combination right and somehow pressed all the right buttons. Popularity and fame score high on tweens dream list. If they aren't after it for them selves at this stage, they're deeply in love with those who have it. The results from our BRANDchild study conducted in partnership with Millward Brown [link to millwardbrown.com/brandchild] shows that more than half the tweens we interviewed worldwide - 52,7 per cent - want to be famous. Interestingly enough, Indian (90,3 per cent) and American tweens (60,9 per cent) topped the list with this desire. In sharp contrast, only 27,7 per cent of Japanese tweens share this ambition. Along with fame, there's the desire for fortune. After all, money guarantees dreams of the good life, and 64,2 per cent of urban tweens globally share this dream. Again, it was the Indian and American kids who topped the list, with 75 per cent wanting to be wealthy, whereas only 53,3 per cent of the Chinese tween population expressed the desire for riches. In this chapter Martin Lindstrom reveals the results from a careful study outlining six distinct characteristics that go to market up the most successful brands and toys, worldwide. 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 Stability The real decision makers
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