An exploration of how 8-14 year-olds around the world relate to consumer brands. It compares their behaviours and preferences and looks at the trends which influence them. The information in the book is based on a global study across Australia, Brazil, Canada, China, France, Germany, India, Japan, Scandinavia, Spain, the UK and the USA. Drawing on this qualitative and quantitative data, commentary, interviews and cases, the the book reveals new ways of marketing to this powerful group. Additional features of the book include: interviews with the world's brand leaders and case studies (including Disney, Mattel, Sony, Nike, Lego, BoyZone, Harry Potter, PlayStation, Nickelodeon, Pepsi, Pokemon, NSync, American Express and Visa); and weekly updates - each page has a web address for the latest news.
"If there is anything to know about how to capture and keep the attention of the quirky, quicksilver, American pre-and-early teenage (the tweens), it is in this book."-Counterpoise
"If there is anything to know about how to capture and keep the attention of the quirky, quicksilver, American pre-and-early teenage (the tweens), it is in this book."-Counterpoise