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.

Saturday, March 31, 2007

Beacon Street Girls - another market pillar


Note to Self: Addie Schwartz did marketing research for two years and then started Beacon Street Girls. Has lots to say about the oversexualization and where to draw the line as a marketer to tweens. Is she in Boston? If so, can we interview her? BSG - big focus on diversity and friendship. Website also asks for feedback from girls about what they want to see on the web. All goes along quite well with Mary Flannagan inteview info.

Thursday, March 15, 2007

New MKA Home Furnishing Line on the Way



From Furniture World Magazine

Dualstar Entertainment Group, the international corporate group wholly owned by designers and global fashion icons Ashley and Mary-Kate Olsen and the mary-kateandashley brand, working in partnership with major bedroom furniture manufacturer, AP Industries of Quebec, are launching a second line of signature home furniture for ‘tweens and teens. Given the extremely positive response to the first collection launched two years ago, the new collection is sure to be a hit with retailers and consumers alike.

The new mary-kateandashley home essentials collection will be unveiled at the High Point International Market, in the A.P. Industries showroom 1021H – Hamilton wing, at the end of March 2007.

The collection features key and accent pieces including bed sizes from twin to queen, bunk beds, nightstands, armoires, computer desks, hutches, dressers, sweater chests with door, mirrors and much more. Each piece has distinctive design elements that can be customized, allowing consumers to create their own unique bedroom style through a variety of finishes and pieces.

The mary-kateandashley home essentials collection also provides safety features such as rounded top corners and side roller glides to keep drawers securely in place and provide easy and long-lasting operation. Each piece of furniture undergoes one of the most stringent quality inspections in the industry and meets all ISO 9001 standards.

“Mary-Kate and I have worked very closely with our executive designer and AP Industries to design a furniture collection with an elegant yet casual style. Mary-Kate and I love the mix of straight lines with gently curving shapes, and the fluted legs give an overall delicate feel to the items,” says Ashley Olsen.

“Ashley and I recognize stylish furniture options for teens are hard to find,” said Mary-Kate Olsen. “Our new furniture collection is consistent with our overall home line. We offer girls the opportunity to create a unique space of their own that is fun, sophisticated and feminine.”

“This brand new collection has been specially designed to meet the needs of girls from 6-18 and beyond. Our wide selection of items and finishes allows girls to express their individual style. The look combines refined elegance with a casual appearance and has universal appeal. We are extremely excited about the launch of this fresh, new collection,” proudly states Daniel Benjamin, President of AP Industries.

Tuesday, March 13, 2007

NY Trip Photos

Here's a little taste of some of the shots we got while walking down 5th Avenue in NY. Enjoy!

American Girl


Disney


Versace


Sak's

Monday, March 05, 2007

The Single Most Favorite Double in the World...

Friday, March 02, 2007

Brand Loyalty to Whom?

BRAND LOYALTY
By MARY-KATE OLSEN
Published in the New York Times: February 25, 2007


I have a large, red quilted Chanel bag that I borrowed from my sister Ashley. I wore it to an event and never gave it back. Luckily, she's moved on to another bag, so I'm safe for now. I'm not quite sure how many bags I have, but let's just say I have a few. When I find a bag I like, I tend to wear it to death until I become obsessed with another one. This probably happens three to five times a year. But I always come back to the Chanel. The size isn't overwhelming, and it has enough subtle detail to keep it interesting.

I also have the smaller version in blue and in white, but the red is definitely my favorite. I don't have a stylist — I'd rather just do my own thing and put together my own outfits. The chain-handle bag is the perfect accent to almost any combination I come up with. I look at everything with a designer's eye, but I wouldn't change a thing about this bag. I think that's why it's a true classic.