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Technology can be a wonderful thing, but sometimes the benefits come at a cost. Social media , online gaming, chat rooms—you name it—the internet can expose children to some scary stuff, including bullying , inappropriate content, identity theft and online predators. Blank Center for Safe and Healthy Children.

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Your tween daughter might be asking that some restrictions from last summer get relaxed.

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Girls love online games as much as boys; it turns out that game developers simply hadn't tried very hard to create for them. Become a free MediaPost member now to read this article Unlimited articles every day Keep up-to-date with media, marketing and advertising news Invitations to exclusive industry events and research.

An underserved age group has huge buying power

The concept worked out so well for marketers, it was inevitable that the anointment of tweens would follow. Providing high-quality branded experiences online makes teachers and parents co-marketers, Schwartz says. About the Author.

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And what a joyful discovery they've been. While Xers are considered cynical, disaffected and hostile to the values of their own parents, today's tweens are still quite attached to theirs.

35 questions to get your tween talking

Because of this close relationship between tweens and their parents, marketers should double their messages, reaching Mom, Dad and kids via different online channels. Immersive brand experiences that last longer than the or second spot engage those impressionable little minds - hopefully with some content or skill-building along with the marketing.

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Password Forgot? They may not realize an advertiser has sponsored a game - but that doesn't mean they don't notice the brand. He's not as bearish on interactive media as that sounds. Alloy is a full-service marketing firm that operates a multi-platform ad network targeting youth. Zizzle, maker of an array of colorful tweenie products, is launching Spotz, a series of craftsy kits that let you personalize jewelry, bags and accessories with images from the Internet or magazines or wherever.

Talking with your teen about being online

When Weekly Reader Research asked its national panel ofkids about product placement in games, the gamers didn't realize this was advertising. Zizzle has the for toys for the Pirates series, and to juice up demand for model ships, swords and action figures, in advance of the May premiere, it "You'll never see us doing banner ," Rosenberg sniffs. They thought the game developer was trying to make the game more realistic.

Today's middle-schoolers are beyond digitally savvy. Comment Next story loading.

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Free to qualified media, marketing and advertising professionals. Think about it: The oldest tweens were born the year Netscape went public.

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Username Password Remember me Forgot your password? What Works Games are one of the best ways to get and keep tweens' attention. While other MediaPost newsletters and articles remain free to all Become a subscriber today! Games are one of the best ways to get and keep tweens' attention.

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The Internet has displaced chat and moved radio a notch back. Groovy Girls dolls are "confident, spirited and funky. are an accepted part of their world. This tender demographic shares some characteristics with its older siblings, but also has a mind and heart of its own. The five-year-old company has partnered with both Nickelodeon and Disney to create co-branded microsites tween kids can grab thousands of images to incorporate into Spotz. Five years ago, he says, television would be at the top of his planning grid, followed by magazines, and then radio.

No Must-Haves Today's middle-schoolers are beyond digitally savvy.

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Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Casesfirst-look research and daily insights from Joe Mandese, Editor in Chief. The current crop is the progeny of Generation X, but they're a lot sweeter than their sires. The 20 million or so U. Tweens, those people 8 to 12 years old, formerly known as children, are not merely mini-teenagers - although a trip to the dauntingly well-merchandised Mary-KateandAshley.

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Nevertheless, because of the strictures of the Children's Online Privacy Protection Act ofas well as parents' own protectiveness, tweens can be one of the hardest demographics to reach online. Toggle.

In this article:

The Pirates' promos and toys are a winner with tween boys, a segment he says is woefully underserved online. But with more than 1.

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Another hot trend is converging real-life products with Web-based environments. Forgot your password?

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Advanced Search. Zizzle tapped into another hot trend with its marketing for Pirates of the Caribbean: At World's End. Kids can use codes they find on promotional coins to unlock special movie content online.

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Remember me. Mom is often sitting next to her tween, or acting as the kids' online concierge, seeking out safe and educational content and Web sites.

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