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.

Tuesday, May 29, 2007

Mary-Kate Olsen to join 'Weeds' Cast


Mary-Kate Olsen to join 'Weeds' cast: The 20-year-old tabloid favorite will become the new love interest of Silas.
By Susan King, LA Times Staff Writer
May 25, 2007

Mary-Kate Olsen is going solo.

In her first major role without her twin sister, Ashley, the 20-year-old actress is joining the cast of Showtime's acclaimed comedy series "Weeds," currently in production on its third season. Olsen will be featured in a 10-episode arc as Tara, a Christian who lives in new mega-church community called Majestic. Tara will become the new love interest of Silas (Hunter Parrish).

"Weeds," about a suburban mom (Mary-Louise Parker) who deals pot, is a far cry from the wholesome TV series and movies the twins have made since their debut at nine months taking turns playing Michelle Tanner on the long-running ABC sitcom "Full House." Through their company, Dualstar, the Olsen twins have become a veritable cottage industry of clothes, dolls, books, magazines, fragrances, videos and movies.

Mary-Kate Olsen has frequently been fodder for the tabloids, too, particularly after she checked into rehab three years ago for treatment of anorexia. Ever since then, her weight has been closely chronicled in their pages. Her rift with Paris Hilton also made headlines; Hilton briefly dated Olsen's former boyfriend, Greek shipping heir Stavros Niarchos III.

The third season of "Weeds" premieres Aug. 13.

Tuesday, May 08, 2007

Boston: Critics, Marketers and Psychologists - Oh My!

Just back from Boston. What an amazing shoot! We spoke with so many interesting, smart and opinionated women along the way. Started off with Addie Swartz and Bobbie Carlton of Beacon Street Girls, then Gail Dines, Jean Kilbourne, Susan Linn, and Diane Levin all powerhouse critics of kids consumerism and marketing to girls, then we spoke with Dr. Lisa Machoian about adolescent depression and pressures facing girls today, and finally we spoke with Ethel Weiss the indefatigalbe 93-year-old owner of Irving's Toys and Card Shop in Brookline (where the Beacon Street Girls are based). Overall I came away with so much more information and so many more questions, from all angles, and have now grown my list of people I need to speak with to further flesh out this crazy topic. Note to self: To understand the different marketing strategies/philosophies must talk to someone from American Girl and Bratz...and hopefully...Dualstar.





Tuesday, May 01, 2007

The Row