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.

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"

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