3/27 Youth Marketing Mega Event Presentation: Tweens and the Toy and Game Industry…How Hasbro and Tiger Turned “Lemons into Lemonade….”
- Sharon John, General Manager, Hasbro Marketing
Sharon John provided us with an intriguing overview of Hasbro’s past & current successes in reaching “Tweens.”
Here are some highlights from the presentation:
When marketing to tweens, one must keep the following in mind:
• Tweens value honesty, truth, humor and quality
• Tween = an attitude (not simply a demographic)
• Tweens:
o Identify with a social group
o Desire aspirational products
o Want to be empowered
o Seek parental approval
o “they want to fit in and stand-out at the same time
Sharon showed us several recent examples of how Tiger Electronics (a division of Hasbro) developed unique products and marketing strategies in order to appeal to Tweens. Some examples include: Furbies, Video Now, Tooth Tunes, and Hit Clips.
In summary, Sharon offered some general advice for marketers attempting to reach tweens:
• Don’t accept hype & flavor-of-the-month clichés
• Look at any “problem” as a potential opportunity
• Partner with the competition
• Be willing to shift your strategy even if it is working
• Keep pushing the envelope
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April 3, 2007
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