The Tween market is one of the most desirable and fastest growing consumer groups and said to be worth over $200-billion-per-year. Aimed at 9 to 14 years old, it is a sensitive market with many dichotomies. Where girls are said to be “too old for toys, too young for boys,” and boys…are just boys…never too old for toys . Tweens are feisty, opinionated, razor-sharp, brutally honest, slightly awkward, and very, very important for your brand.
Much work has been going on recently to explore this area and the following article provides some useful and interesting insights into how best to differentiate your packaging to appeal to this particular audience, who:
1. Aspire to be older, but are still children.
2. Want to be unique, but also still fit in.
3. Have strong ideas about what they want to buy, but need parental involvement and approval to purchase those things.
But, whilst also being mindful of the underlying needs of their parents who still have a big ‘hand’ in what they buy. Some great examples are demonstrated by U by Kotex Tween and Geo Girl, Walmart’s new line of Eco-friendly cosmetics for 8 to 12 year olds (which personally I feel a little less comfortable with)…..but read on and let us know what you think…..
You can read the rest of the article here (via Healthcare Packaging): Tween-tastic package design