It's A Girl Thing: Tween Queens and the Commodification of the Girl's Tween Market

A few years of research, thoughts and adjustments that all led to a completed film which, framed by the structure of a faux interactive website for tween girls, looks closely, and critically, at the tween market's evolution and the role of Disney and Nickelodeon's tween queens (Mary-Kate and Ashley Olsen, Britney Spears, Hilary Duff, Miley Cryus, Miranda Cosgrove, Kiki Palmer, Selena Gomez, and more) in the market's explosion.

Friday, October 27, 2006

MKA Chronology

The four posts immediately following this one are an ongoing MKA timeline that Im compiling based on articles, various release dates, interviews, internet information and any other media I can get my hands on. Its a long list so hang in there (or just skip down to get past them). If you have anything to add to the timeline or a correction please leave a comment.

Also, past these four posts are additional pre-production entries that address various research, meetings, obstacles and brainstorming ideas that the project has experienced to date.

Wednesday, October 25, 2006

Present to 2004

October 2006 - Twins attend fashion week in London



Both Mary-Kate and Ashley have been tapped as the faces of upscale fashion line Badgley Mischka

August 2006 – Mary Kate completing role as Brigid Berlin in "Factory Girl" (the only film to date to star only one sister)

March 2006 - Twins pitch a new, unnamed, clothing collection to Wal-Mart. The line targets an older teen shopper and is more in-step with the girls' own maturing fashion style, Diane Reichenberger, CEO of the Olsen's company Dualstar Entertainment told CNNMoney.com. Industry observers say the move makes sense given that as the twins get older, it could be more difficult for them to stay relevant to "tween" shoppers -- possibly putting at risk what's become a big business for them, and the world's largest retailer. The new line would be "very different" from the Mary Kate and Ashley collection for 8- to 12-year-old "tweens" already sold in Wal-Mart stores. Said Reichenberger, "This collection targets 14- to 18-year-olds. It emphasizes great style and designs. We are aware of Wal-Mart's organic initiative, so it also includes organic cotton basics."

February 2006 – Both girls in Sydney, Australia, to promote their clothing line.

December 2005 - Mary Kate helps in raising 2,206 toys for the Less Fortunate Kids as part of the 2005 Toy Mountain Campaign with Kids Talent Agent Rocky Stone.



October 2005 – Mary-Kate ends her romance with Greek shipping heir Stavros Niarchos III after he cheats on her with hotel heiress and socialite Paris Hilton. Mary-Kate said that the breakup was one of the main factors in her leave of absence from New York University. "I miss him and I love him", Mary-Kate said, "It's a hurtful and a painful subject". When asked if there was a specific reason for her leaving NYU, she replied, "I think we can all guess".

Mary Kate dating Stavros Niarchos

March 2005 - The New York Times declares Mary-Kate a fashion icon for pioneering her signature (and now popular among celebrities and fans alike) "homeless" look. The style, sometimes referred to as "ashcan" or "bobo chic", and similar to that of boho-chic popularised in Britain by Kate Moss and Sienna Miller, consists of oversized sunglasses, boots, loose sweaters, and flowing skirts

The National Enquirer publishes an apology to Ashley Olsen for suggesting she was part of a drug scandal involving her former boyfriend Scott Sartiano.



Ashley files a $40 million lawsuit against tabloid magazine National Enquirer for printing a headline reading "Ashley Olsen Caught In Drug Scandal", with a story accompanied by an unflattering photo of Ashley with her eyes half-closed. The lawsuit stated that the photo was clearly used to create a misimpression that Olsen was drugged. Ashley completely denies the accusations and said that she has not and does not use or sell illegal drugs. The suit consisted of $20 million in libel damages and $20 million in false light invasion of privacy damages. Per her suit, Ashley Olsen and her lawyers believe that "freedom of the press is a valuable right, but it is not a license for gossipy tabloids to tar and feather innocent celebrities and destroy their reputations and businesses for the rags' profits."

2005 – Ranked #32 in FHM's "100 Sexiest Women in the World 2005" special supplement.

The twins make news by signing a pledge to allow all the workers that sew their line of clothing in Bangladesh full maternity leave. The National Labor Committee, which organized the pledge, later praised the twins for their committment to worker rights. The Director of the organization, Charles Kernaghan, is quoted as saying, "The Olsen twins have done the right thing. Now it is up to Wal-Mart to either support Mary-Kate and Ashley’s commitment to women’s rights, or tragically to shut them down."

Mary Kate donates many signed head-shots to Rocky Stone to be auctioned off to raise money to buy more toys for less fortunate kids as part of the 2004 Toy Mountain Campaign 2004.

September 2004 - Both begin attending New York University

July 2004 – Mary Kate leaves rehab program for Anorexia.



June 22 - Mary-Kate checks into rehab for six weeks because she is suffering from the eating disorder anorexia nervosa. It is rumoured that there was also a drug problem, but the Olsens' publicist said, "Mary-Kate was not admitted for drugs. Period."

Also, become CEOs of their company

June 13, 2004 – Turn 18 and officially become entitled to their fortune.



New York Minute premieres in May. Earned only $5.96 million during its opening weekend. This was the lowest amount ever earned for any film opening in over 3,000 theaters.



May 2004 - Graduate from High school.

Miss prom to host Saturday Night Live. The cast made it up to them by giving them a fake prom when they did their monologue.

April 2004 - The twins received a star on the Hollywood Walk of Fame on April 29. They are the youngest celebrities to receive this honor. "We are so proud" said Ashley.



Slimed at the Kids choice awards

Placed at 88 on VH1s hottest hotties

Are on MTVs TRL for on a segment called Olsen Eye for the Video Guy

Featured in Hollywood Reporters 100 most powerful people issue

Release Mary-kate and Ashley line in Germany, Paris, and Tokyo



Mary-Kate and Ashley are featured on the cover of Allure magazine

2004 – Announce they no longer want to be known as "The Olsen Twins"

2003 to 2000

Begin filming New York Minute

Announce they are accepted into NYU



Featured on the cover of Rolling Stone Magazine

On their 17th birthday (June 13), the US's Cable News Network (CNN) announced not only their birthday but the twins' total financial worth - $150,000,000 for each. The same news source predicted the twins may be billionaires by the time they're 21.



Have a cameo in Charlies Angels 2: Full Throttle

Mary-Kate and Ashley's line is released in New Zealand



Mary-Kate and Ashley Toothpaste released

Present an award at MTV video music awards

Release the updated version of their biography Our Story

Receive their first ever DVD premiere Franchise performers award

Last direct to video movie the Challenge is released in December

Life story does an issue on the Twins life

Mary-Kate and Ashley release a plus size range of clothing as well as a teens line



Mary-Kate and Ashley fragrances are released

Mary-Kate and Ashley are featured in people magazines 50 most beautiful people

2003 - Ranked #61 in FHM's (For Him Magazine) '100 Sexiest Women.’ The girls deemed this attention, as well as the numerous sites counting down till their 18th birthday as, simply, "gross." (movies.msn.com)
Featured on the Cover of Rolling Stone Magazine



Release Sweet 16 licenced to drive on Playstaion 2

Release Sweet Sixteen book series

Twins turn 16 on June 13th and receive matching Range Rovers (different colors)

Getting there and When in Rome are released

Mary-Kate and Ashley line released in Britain and Australia

Mary-Kate and Ashley present an award at the MTV video music awards

Mary-Kate and Ashley's series So Little Time ends after two seasons

2002 - Mary-Kate is nominated for a Daytime Emmy award for Outstanding Performer in A Children's Series for her role as Riley Carlson on "So Little Time." Although Mary-Kate did not win the Emmy, she is the first teenager ever to be nominated for an Emmy award in her category.



Holiday in the Sun is released

Mary-Kate and Ashley are named the most powerful young women in the world by Hollywood Reporter

Mary-Kate and Ashley in Action Premieres

Mary-Kate and Ashley release a magazine that only lasts three issues

The last sail with the stars cruise to the Carribean sets sail



Winners circle is released on Playstation

At the age of 15, the girls started their own fashion and accessories line with Wal*Mart.

2001 - New TV series titled "So Little Time" (2001). This series also spun a companion book series.



Dance Party of the century is released on PC



Release their official biography Our Story

Get a clue and Pocket planner are released on Gameboy

Magical mystery mall is released on Playstation

Mary-Kate and Ashley's Funclub ends

Mary-Kate and Ashley guest star in an episode of 7th Heaven

Fly to Australia and film Our Lips Are Sealed

Film Winning London in England

Participate in Sail with the starts cruise To Russia with Love

The last party video school dance party is released



The first Olsen Dolls are released

2000- Mary-Kate and Ashley start high school

Monday, October 23, 2006

1990s



They take part in The sail with the stars Alaskan Cruise

Mary-Kate and Ashley's first on screen kiss occurs in Passport to Paris

Mary-Kate and Ashley release two more direct to video movies Switching Goals and Passport to Paris

Mary-Kate and Ashley were named teen ambassadors to the US Women's World Cup soccer team in 1999, the year the team won

Two of a Kind ends after one season

1999 - The twins were voted 1999's Favorite Television Actresses at the Nickelodeon Kid's Choice Awards for Two of A Kind

The direct to video movie Billboard dad is released

The New Adventures of Mary-Kate and Ashley books are released

Mary-Kate and Ashley participate in the Sail with the stars disney boat cruise

The girls play themselves in an episode of All My Children

Albums Birthday Party and Ballet Party are released

1998 - Mary-Kate and Ashley returned to TV in the short-lived series, "Two of a Kind", where they played twins Mary-Kate and Ashley Burke until 1999. The "Two of a Kind" TV series also produced a companion book series under the same title --- Two Of A Kind.

1997 - Mary-Kate and Ashley ride the Jell-O float in Macy's Thanksgiiving Parade

Father Dave re-marries to Mackenzie



Mary-Kate and Ashley win a Nickelodeons Kids Choice award for their role in It Takes Two

1996 – Twins become the youngest self-made millionaires in American history before they were 10 years old.

The companion book series to their Adventures videos began to be released under the title Adventures of Mary-Kate and Ashley.

They also have another successful video series, You're Invited to Mary-Kate and Ashley's and both video series continue to be popular today.

They made their big screen debut in It Takes Two and in the next few years they continued to make videos in their series.



1995 - Full House ends.

They also created their own video series called The Adventures of Mary-Kate and Ashley, in which they were pint size detectives who would "solve any crime by dinner time."

Both girls had to wear fake teeth during the later years of "Full House" because their teeth began to look different.

1994 - How the West Was Fun is released.

Double Double Toil and Trouble was also released

Mary-Kate and Ashley were grand marshals of the Holiday Christmas parade in Hollywood

Television Olsen Mothers 's Day Special

The girls were supposed to play young Eves (Teena and Cindy) on "The X Files" (1993), but were eventually replaced by the Krievins twins (Erika Krievins and Sabrina Krievins) from the nearby of Vancouver. The reason were very strict child labor laws.

First Movie To Grandmother's House We Go is released. While making the film in Canada, MK rides her first horse and becomes a devoted equestrian.

1993 – Released a music video called Our First Video

First album Brother for sale is released and is at the top of the charts for over a year

1992- Dualstar production company is formed and Mary-Kate and Ashley become the youngest executive producers at the age of 6

Mary-Kate and Ashley start kindergarten in real life and on set at Full House

1991 - A "Talking Michelle Doll" had been released, because the twins were so popular.

The Mary-Kate and Ashley books were launched, and are still a huge success today, often listed as bestsellers in USA Today.



1990 – They teamed up with Robert Thorne as their manager and create Dualstar, their production company.

1980s



1989 – February 11th, younger sister Lizzie is born.

During the earlier seasons of "Full House" (1987/I), the producers did not want it known that Michelle was played by twins, so Mary-Kate and Ashley were credited as Mary Kate Ashley Olsen.
Mary Kate used to act out the comedic scenes while Ashley took on the more serious ones.
When they were young, MK and Ashley used to call their _"Full House" (1987/I)_ co-stars by their characters' names so they wouldn't mess them up during taping.
The show became a hit with books, dolls, and other merchandise being sold to promote it.

Mary-Kate on the show they had their own catchphrase ("You got it, dude"), which reverberated in the ears of Uncle Jesse (John Stamos) and throughout American audiences loudly enough to merit a TVQ rating -- the sitcom world's most prominent popularity contest -- second only to Bill Cosby.



1987 - The twins began their acting career when they were chosen to play the role of Michelle Tanner on a new TV series, "Full House" .

1986 - Born June 13, 1986 in Sherman Oaks, California to David and Jarnette Olsen. Ashley born 10:26am PDT. Mary Kate Born at 10:28 am PDT. Despite popular belief, they are not identical, but rather fraternal twins.

Saturday, October 21, 2006

The Michelle Book Series



Found these online and have to say the Michelle series is the creepiest of all MKA products so far. The fact that they are literally presented as one person just leaves a flat feeling in my stomach. By this point the girls had other Twin videos going so I'm assuming this is more of a Full House decision than a Dualstar thing, but still...it makes me a little queasy to see them morphed into this one image despite the fact that everyone knew two girls were playing the one part by this point.

Friday, October 20, 2006

Project Update


Real Responses from Real Girls

Had a very productive lunch meeting. Decided on a few actions to take before meeting again next Friday. Donna will focus on Tween research and seeing what information is out there for us to pull from. I will focus on creating a chronology of the twins life (as presented by the media) so that we can pinpoint important shifting moments and potential ideas for interviewees. I will also work on finding articles and interviews that focus on the girls in a way that relates to our topics. As I get some of this stuff together I'll post so you can keep up with the fun.

Wednesday, October 18, 2006

Lunch Meeting Friday



Having lunch with Donna at Nikki's on Friday. Need to research what video/films out there already touch on this topic of girls and consumerism. I think the actual documentaries focusing on tweens is going to be slim. Even there are a few I seriously doubt they will stylistic match with anything we might do.

Also, having log and capture abilities set up tonight so I can start work on the found footage short. Very soon my life will become a series of MKA screenings. Both exciting and terrifying to say the least.

Thursday, October 12, 2006

Jean Kilbourne Visiting UNCW



Jean Kilbourne is visiting UNCW October 25th. Very much looking forward to her lecture since her work is extremely relevant to the film.

Also, planning to get my logging and capturing set up going in the office by next Wednesday. My goal for the end of this semester is to have all my tapes/dvds watched and logged. Hoping next semester to edit the short and have it ready to send out by summer.

Wednesday, October 04, 2006

Got Milk?



This MKA ad is also one that I think is highly worthy of analysis. Again, what's being sold here?

Tuesday, October 03, 2006

Killing Us Softly 3

Just watched Killing Us Softly 3: Advertising's Image of Women by Jean Kilbourne (click on title of post for link).

I remember either reading something by Kilbourne or finding quotes by her when I was doing my initial research, however I had not seen any of the videos from this series. Honestly would love to see this series taught in every high school and college program. Its both fascinating and frightening to really do this sort of analysis on the images we see each day. As I've mentioned to many friends, the Jessica Simpson ads are some of my favorites. Exactly what is being sold here?