Those Teen Millionaires...They'll Get You Everytime.

From Yahoo News, By KEVIN SITES (click title above to link to full story)

Not so long ago, teen Ashley Qualls lived in a one-bedroom apartment with her mom and sister. But with her computer and savvy business sense she made a better life for all of them.


Ashley Qualls doesn't sound like a typical high school student. Maybe that's because the 17-year-old is the CEO of a million-dollar business.

Ashley is the head of whateverlife.com, a website she started when she was just 14 — with eight dollars borrowed from her mother. Now, just three years later, the website grosses more than $1 million a year, providing Ashley and her working class family a sense of security they had never really known.

This teenage CEO bought her family a 4-bedroom house and built herself an office in the basement.
It all started with capitalism 101, the law of supply and demand. Ashley became interested in graphic design just as the online social networking craze began to catch fire.

When she saw her friends personalizing their MySpace pages, she began creating and giving away MySpace background designs through Whateverlife. The designs are cheery, colorful and whimsical, with lots of hearts, Ashley's favorites.
She also pulled quotes from popular songs and built backgrounds around those themes. "Teenage girls love quotes," Ashley says, scrolling through some of her site's 3,000 designs, more than a third of which she made herself.

Rights of Publicity Article

There's nothing we can do to stop you.
By Torie Bosch (slate.com)

A new survey reveals that of all the 2008 presidential candidates, Hillary Clinton and Rudy Giuliani would make for the scariest Halloween costumes. Last-minute shoppers can still pick up Halloween masks of Dick Cheney, Laura Bush, Donald Rumsfeld, Bill Clinton, the Rev. Al Sharpton, and other famous people who probably didn't give manufacturers permission to market their mugs. Could Hillary Clinton order the companies to stop selling her face?

Not really. She and her lawyers could make a case, but it's hard for public figures like politicians to sue and win in these situations. Depending on state laws, private individuals can control how their image is used under the "right of publicity," the legal principle that applies if someone uses your name or likeness to sell a product. (For example, a Texas teenager has sued Virgin Mobile for using a picture of her without permission in an Australian advertising campaign.) But when it's a politician or other prominent public figure, the right of publicity comes into conflict with the First Amendment, and our right to speak about—and mock—our leaders.

A politician or movie star does have some control over where her face appears. For example, Hillary Clinton or Hilary Swank could sue a company for using her face without permission to advertise a product—just like the Texas teenager. But unlike private individuals, prominent public figures are fair game when it comes to posters, T-shirts, and other products that make a statement. A comical and distorted Halloween mask has even greater protection; its "transformative" nature makes it a creative work protected by the First Amendment. The less the mask looks like the actual person, the weaker the potential lawsuit. For example, there's no mistaking this Michael "Wacko Jacko" Jackson mask for a genuine likeness. And there's no suing the manufacturer.

The right of publicity falls under state law and varies widely—in some states it applies only to public figures, for example, and not every state uses the "transformative" standard. Clinton's home state of New York is famous for ruling against right-of-publicity claims in favor of free speech arguments. In the 1960s, Pat Paulsen, a TV comedian engaged in a mock campaign for president, sued the manufacturers of "Paulsen for President" posters. The company won on First Amendment grounds. California, where Gov. Arnold Schwarzenegger settled out of court after suing a bobblehead-manufacturing company in 2004, recently passed an even more expansive right-of-publicity law. The new legislation gives post-death rights of publicity to any celebrity who passed away before 1984, so that the heirs can continue to protect their forebear's image.

Sometimes, a public figure can protect her image with just the threat of a lawsuit. In 2004, a small T-shirt company began to sell "Save Mary-Kate" T-shirts featuring Mary-Kate Olsen, who had recently sought treatment for an eating disorder. Olsen's lawyers sent a cease-and-desist letter to stop selling the shirts, citing the right of publicity. Though the two people selling the shirts could probably have won in court, their small operation didn't have the money to fight Mary-Kate's legal team.

Insights on Celebrity Branding from Dualstar CEO - Harvard Business School Article

CEO of Dualstar Entertainment Group visits HBS
Insights on Working with Celebrity Brands
By Brenda Vongova, A&E Editor
Issue date: 10/22/07 Section: A&E


Media Credit: Brenda Vongova
On October 15, 2007, Diane Reichenberger, CEO of Dualstar Entertainment Group, visited the Harvard Business School.

On October 15, Diane Reichenberger, the CEO of Dualstar Entertainment Group, visited the Harvard Business School to discuss the distinctive aspects of building and marketing celebrity brands. Dualstar Entertainment Group is an international corporate group that was founded in 1993 to leverage the universal appeal of Ashley Olsen and Mary-Kate Olsen. The group is wholly-owned by the two brilliant actresses / designers / global fashion icons. Dualstar manages the billion-dollar, international "mary-kateandashley" brand, which encompasses not only its original focus of books, music CDs, videogames and fashion dolls, but also fashion apparel, beauty cosmetics, fragrances, and home décor. Its products are targeted towards girls and young women (aged five to twelve 'tweens" and teens). Additionally, the brand has been expanded into the digital media with the launch of the e-commerce site, mary-kateandashely.com.

Reichenberger joined Dualstar in 2005, shortly after Ashley Olsen and Mary-Kate Olsen turned eighteen. She embodied all the qualities required to successfully rejuvenate and launch the "mary-kateandashley" brand: successful experience, passion, intelligence, and compassion. Prior to joining the company, she managed the women's division of Joe Boxer, and held key management positions at the Gap, North Face, Levi Strauss, and Esprit.

During Reichenberger's visit, HBS students soaked up insights on the Dualstar Entertainment Group and on the intricate nature of working with celebrity brands.


On Patience
According to Reichenberger, it takes approximately five to ten years to build a brand. Patience is paramount. The "mary-kateandashley" brand occupied tween space, which included furniture, makeup and apparel. It took three years of pounding on doors before the Ashley Olsen and Mary-Kate Olsen successfully secured interest. It was Wal-Mart who was willing to accept the "mary-kateandashley" brand.

On Dualstar Consumer Products
Dualstar Consumer Products was established in 2000. This division holds the most significant financial position within the entertainment group. Approximately forty-six products were initially added to the Ashley and Mary-Kate Olsen brand. Their clothing line, The Row, is a high-end couture clothing line that has been featured in Vogue USA (November 2006). The media line is equally successful. Today, the Ashley and Mary-Kate book series is the largest-selling book series after Harry Potter.

On the Global Nature of Branding
Globalization, whether or not one likes it, is inevitable. Since one cannot escape globalization, any successful businessman understands the importance of embracing and working with globalization. Today, the company has evolved into a global boutique company with offices in Culver City (in Los Angeles County) and New York. Dualstar Consumer Products have expanded to fifteen countries, including the UK, France, and Australia.

On Identity
In the past, Ashley Olsen and Mary-Kate Olsen struggled to maintain their brand identity. With the help of Reichenberger, they expelled categories in their product line (e.g. toothpaste) that did not fit into the image they wished to present. They are both well-respected fashion icons in the celebrity world.

On Licensing
Most of the deals are one-year-deals. Surprisingly, it was not always easy to convince longer deals to be made due to the doubts that young women care about fashion. In fact, the opposite is clearly true. Today, young women are more fashion-conscious.

On Film Producing
Dualstar Entertainment Group produces DVDs. The company holds a ten million dollar distribution agreement with Warner Brothers Entertainment. Dualstar films include Getting There, The Favorite Adventures of Mary-Kate and Ashley, and When in Rome.

On Work-Life Balance
Understanding the importance of aligning personal goals with professional goals, Reichenberger invites a coach to Dualstar to provide monthly coaching sessions to its employees. In order to achieve the ideal HBS work-life balance, both personal and professional goals must be clear.

On Sensitivity
The Olsen twins are blessed to have Reichenberger as their CEO. She truly cares for the reputation and security and safety of the Olsen twins and their family. She also understands that she is working with a company where the average age is twenty-six years - an age where one thinks s/he knows everything about the world. This has only taught her to conduct business intuitively and to always present many options to the company.

On Celebrity
In the USA, celebrity is taking on a creepy addiction. According to Reichenberger, celebrity branding has swept the county. For example, Sheryl Crow will be launching her own denim line. Other examples of celebrities who have launched their own lines include Hilary Duff, Jennifer Lopez, Jessica Simpson, Britney Spears, and Shania Twain.

On Security
Celebrity branding is an extremely complicated business includes the following three elements: the legal, the PR, and the security elements. The Security Company within Dualstar deals with paparazzi-reporting, fan mail, threats, security of the stars, and security of the family of the stars.

On Doing Business With Celebrities
Ashley Olsen and Mary-Kate Olsen wholly own Dualstar Entertainment Group, 50%-50%. According to Reichenberger, the Co-Presidents of Dualstar Entertainment Group hold integrity, intelligence and incredible business acumen. They developed their entrepreneurship skills because they were surrounded by entertainment moguls since the very young age of six years when that started acting on the television series, Full House. In 2007, Forbes collectively ranked the young Ashley Olsen and Mary-Kate Olsen as the eleventh-richest women in entertainment, holding an estimated combined net worth of $100 million. Unlike many young celebrities, they are responsible and careful not to over-expose themselves. Together with Reichenberger, they are not afraid to turn down deals that seem only lucrative in the short-term and that hold neither integrity nor longevity.

Reichenberger holds an addictive attitude of resilience and passion for the company. She is intelligent, positive, and caring. Ashely Olsen and Mary-Kate Olsen are smart business women not only due to their natural entrepreneurial skills but also due to the fact that they hired one of the outstanding female executives in the nation to be the CEO of their billion-dollar international company.

Reichenberger's visit to the Harvard Business School was a distinguished speaker event sponsored by the HBS Entertainment and Media Club (EMC), the HBS Marketing Club, and the HBS Women's Student Association.

Seen, but Not Heard, Seen, but Not Heard...

So Im going through a serioulsy tired phase. It happens. Its a long project. You have times when you're stoked and times when you're frustrated. After a recent conversation with a fellow girl culture researcher I had to face a hard fact about an interviewee Ive been trying hard to get. She assured me, in no uncertain terms, that despite stringing me along...he just isn't going to let me interview him. She knows him, you see.

Ive also grown a bit tired of reading books and feeling there's always a bit more research to do. Of trying to work on the script, only to find that we've still got so much more to do before it can be finalized. And realizing finalized is what we need.

But yesterday, I was helping some students with FCP, and this thing happened, that happens every time I teach in my office. They inspired me. We were using some So Little Time footage to go over making subclips and they used the very first episode. It starts out talking about "Cute Food" and how some foods aren't meant to be eaten in public. This section alone has so many things I can pull from it for the collage aspects of the film. Including a clip where Ashley says, "Seen But Not Heard" - which will juxtapose nicely with the a clip from the Jonas Brothers song below.

So, for the next few weeks I think Im going to switch gears a bit. Give my academic brain a break and have some fun with the project so I can revive. Work on the collage aspects. Go through and organize clips from the sitcoms.

It seems like a good plan for my sanity and for the films energy. At least this morning that's the idea.

Everyone who's ever been in this place, or who is there now, send me good vibes. :-)

It Won't Cost Much, Just Your Voice OR How does the message change when its a cute boy and not an evil witch singing the song?

A hugely popular tween boy band, the Jonas Brothers, redid the Little Mermaid song, "Poor Unfortunate Souls" but my wonder is if Disney really listened to the lyrics closely in advance and thought about the impact they might have. Tween girls are CRAZY for these boys...So is this really the best message for them to be sending?

"The men up there don't like a lot of blabber
They think a girl who gossips is a bore!
Yet on land it's much prefered for ladies not to say a word
And after all dear, what is idle prattle for?
Come on, they're not all that impressed with conversation
True gentlemen avoid it when they can
But they dote and swoon and fawn
On a lady who's withdrawn
It's she who holds her tongue who get's her man"

When Ursula sings these lyrics we get that she's a witch and that her words are not to be trusted...but can todays 8 year old girl (born in 1999), who maybe has, but maybe hasn't, seen Little Mermaid (1989), process the subtext when these lyrics are sung by cute boys in a tween pop band? My gut instinct is no.

But Id love to be convinced Im wrong on this one.

Please, convince me Im wrong.

Younger Savvy Consumers, You Gotta Have a Plan - Hook 'em Young and Keep 'em

Story Excerpt from USA Today online, Photos by USA TODAY (Click on above title for Full Article)

Hooking young customers early, and keeping them on the line
Tween girls are the core of Bonne Bell's customer base, but the makeup and skin-care company works hard to attract girls as young as 4 and to keep them. Here's how:


Kaela Fisch, 5, is holding flavored Lip Smacker lip balm.
4 to 6
Pre-tween girls are introduced to makeup with hundreds of Bonne Bell Lip Smacker lip balm flavors. Some start collections.


Alyssa Tsukamoto, 9, holds Lip Smacker lip gloss.
7 to 10
As they enter the tween years, girls become adept at using a lip gloss wand. For them, Bonne Bell sells glossy and often shimmery Lip Smacker lip glosses.


Elizabeth Dolan, 11, with tinted lip gloss.
11 to 13
Color becomes popular as older tweens and younger teens steer toward tinted lip balms and glosses. Bonne Bell's Pinky Lip Smacker line includes lip and nail products.


Shadi Jackson, 17, has liquid lipstick.
14 to 18 and beyond
More mature flavors such as mocha and tart berries, water-inspired and vitamin-enriched glosses and bronzers are geared to teens and young women into their 20s.

Some other tween girl traits:

•They're driven by imitation. Tweens want to look like each other but be able to call looks their own, says retail consultant Laura Evans, whose clients include Reebok and Express. Retailers that offer a lot of similar apparel — layers of shirts in a variety of colors — tend to be the most popular. Hilary Bell, executive vice president for strategy for Bonne Bell, says almost every young girl is introduced to the youth-oriented cosmetic brand through her mother, aunt or older sister, "But each generation, she feels like she discovered it herself." Tween Brands, which owns the Limited Too and Justice chains, finds its customer "doesn't want to set the trend on the playground," says spokesman Robert Atkinson. In some respects, this makes the tween retailer's job easier. It can follow popular trends from the teen market.

•They want more of everything. Whether it's lip balm or blue jeans, "More is more," says Nita Rollins, who heads marketing intelligence at the digital marketing agency Resource Interactive. "Nothing succeeds like excess." Tweens aren't aware of "social codes of restraint," says Rollins, so they see no reason why they don't need 10 American Girl dolls or several pairs of jeans or sneakers. The average number of Lip Smacker-brand lip balm and glosses owned by Bonne Bell customers is 10, but, Bell notes, "The girls who have 100 make up for the ones who don't have 10."

Therein also lies the success of the low-priced accessories store chains Claire's and Icing. Young people even have a new website, zebo.com, on which to chronicle and quantify their possessions, and millions already have.

•They are environmentally aware. Tweens start to "feel the pain of everybody. They want to know if animals were hurt in making this," says Nisch, whose clients have included H&M and Disney. They might even become vegetarians or vegans. Rollins agrees: "They have social consciousness at a very young age. They have great lives, and so they want to give back."

Bonne Bell doesn't test on animals, and Hilary Bell says the company often gets e-mails from girls thanking it. The company also uses recycled paper, cardboard and plastics in packaging where possible. The girls, for the most part, "have a caring, sharing and compassionate attitude. The Earth, plants and animals are their friends," Bell says.

•They like attention, sort of. "Our customer aspires to be like an older girl, so if she's 10 she wants to dress like a 12-year-old, and a 12-year-old wants to dress like a 14-year-old," says Atkinson. But she's also "more self-conscious" and not usually trying to attract boys, he says. She mostly just wants to appear "more affiliated with her friends."

Same Song, Different Day

Ypulse Mashup

Friday Andre and I drove to NY to attend the Ypulse Tween Marketing Mashup in Manhattan. Thanks to a cranky distributor we got there around noon, but were lucky enough to shoot four panels and to interview a variety of CEO's who are currently focusing on various ways of reaching tweens through online media.

Then, on Saturday, we had an ultimate interview with a super tween fan, Sam Myers. This girl is 18 and has talked to and/or met many of her favorite tween celebrities including: MKA, Amanda Bynes, Miley Cyrus and Hillary Duff. She shared her scrap books, signed photos (with her and the celebs in the image) and even let us listen to a recording she made of a phone call she got from MKA when she was 13. Sam, who sufferes from Familial Dysautonomia (FD), a rare genetic disease, was an amazingly open, excited and generous fan to share her many stories with us.

Overall a truly successful weekend.