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”Emma tries to look occupied, but she is clearly clocking every moment, every detail: the way these older girls talk, dress, laugh and tease.
It is impossible to write about the representative tween, since each girl has unique experiences, interests and points of reference.
(Unless first and last names are given, all names have been changed for confidentiality.)Today’s tween is no longer a child but not yet an adolescent; too old for Barbie dolls and Disney Junior, too young for Facebook and to understand the search results that pop up when she googles “sexy.” She is old enough to text, want designer jeans and use Instagram, but too young to have her own credit card and driver’s license.
Still, she is a malleable thinker, consumer and marketing target.
“It used to be all Nickelodeon and Disney; now is a huge hit among tweens.
She sits next to me and plays with a pair of magnets.“You know when I was saying like, our generation is earlier? You’ll know soon enough.” - yes, a toy horse and a board game - got sexy makeovers.Forty-five percent of 6- to 9-year-old girls use lip gloss or lipstick, 61 percent wear nail polish (up from 54 percent in 2008) and 42 percent use perfume or body spray, according to a 2013 study by Experian Marketing Services.Those numbers jump when girls hit their early teens: 65 percent of 12- to 14-year-olds use lipstick or lip gloss, 84 percent wear nail polish and 78 percent wear perfume.And according to a 2009 article, girls ages 8 to 12 each spend approximately ,170 on hair, face, hands and feet during their tween years.Among 8- to 11-year-old girls, 46 percent like to keep up with the latest fashions and 35 percent think it’s important to wear “cool” clothes, according to Experian.