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Article: applause adapts well-known properties to tween market.
- Article from:
- Playthings
- Article date:
- May 1, 2000
CopyrightCOPYRIGHT 2000 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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a combination of size, purchase power and interests make tweens ideal consumers for a specialty marketer like Applause. With this group's interests largely directed at trends and fashions, and the company known for capturing these trends in its extensive line of gift products, it's a perfect match.
Taking a closer look at the demographics, tweens are a hard group to ignore. They represent some 30 million children (ages 7 to 14), with about $14 billion to spend. Perhaps the largest segment in the tween group, in terms of consumer dollars, is girls 7-11. In order to attract this audience, Applause is constantly researching the fads and trends in order to market ...