Word: tweens
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Dates: during 2000-2009
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There we go, thinking that New York Minute needs a critique and not a consumer guide. So let's just say it will satisfy its core and ancillary audiences: the tween girls who don't want the Olsens to grow up and the lonely middle-aged men who can't wait. --By Richard Corliss
They may have worn Fendi and Versace to their sophomore prom, but in the tween and teen fashion lines they sell through about 2,900 Wal-Mart stores nationwide (and 5,300 stores globally), the hard-driving Olsen twins take it down a couple of notches. "It's not a high-end thing," explains Robert Thorne, CEO of Dualstar Entertainment Group, parent company of all Mary-Kate and Ashley items. "We want to be available to everyone, not just the beautiful people...
These stars embrace their girl or boy-next-door image and successfully market such “aw shucks” qualities to tweens and tween parents alike. They know to tread lightly on the teen waters, with each media move strategically planned by a legion of media managers—sponsor a milk or Pepsi ad, yes; appear in a racy, possibly cleavage-exposing Guess Jeans spread, no. Over the course of a year these tweens save whales, design clothing lines, tour for their albums, promote new movies, pose for magazine covers and appear at see-and-be-seen...
Mary Kate and Ashley Olsen, for example, have set the gold standard for the tween media package. Now 17, the twins are worth an estimated $150 million each, making their story seem more like a business school case study than a fairytale. Having begun their career at the ripe old age of nine months as the character Michelle on the sitcom “Full House,” Mary Kate and Ashley have developed a “brand consciousness” that compares to Barbie in terms of their name recognition...
Thus far, Vanity Fair assesses that Mary Kay and Ashley have only left one rock unturned—education. It has made national headlines that the twins have started studying for the SATs and have begun a preliminary college search. Back in the day when I was a tween, I saw Claire Danes head off to Yale. What could better complete the twins’ package, further attaching another symbol and brand to their tween identity, than Harvard itself? Imagine viewers’ reactions as the girls move their stuff into their Grays middle suite during first-year move...