Empowered by Play's nomination for worst invention of the decade: "Tween"

There is some debate about where and when the term “tween” first hit the mainstream. There is also debate about the exact tween parameters. Some say tweens are the 8 to 14 year olds; others say 9 to 13 year olds; and others claim 6 to 12 year olds. And now, we even see the term “pre-tween” for the 4 to 6 year old market. Scary! Without debate, most tween marketing is aimed at girls, and is often over-sexualized. Many folks attribute the tween explosion to the emergence of two marketing moguls: the Olsen Twins (Mary-Kate and Ashley who grew up on the television show Full House).

For me, the whole “tween” explosion is something I could do without. In fact, I am calling it the worst invention of the decade. Parents already feel their children are growing up too quickly, and children naturally have an urge to grow up. Puberty is hitting at earlier and earlier ages. But why do marketers have the right to exploit children – taking away their childhood and their families’ hard-earned money? The “tween” construct simply serves to indoctrinate children into a culture of consumption at an earlier and earlier age.

Stop the insanity and let our kids be kids. Check out Diane Levin’s book So Sexy So Soon (co-written with Jean Kilbourne) for more about age compression and helpful ideas about what parents can do to protect their children. There is also a powerful documentary, Consuming Kids, by the Media Education Foundation. Check out the Consuming Kids trailer and stay tuned here for news about an upcoming Empowered by Play screening of Consuming Kids.

Here’s to a healthy, happy and playful new year.