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Tween Beat

Here's marketing to you, kids; why increasing numbers of entrepreneurs are selling their sights on preteen consumers.

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This story appears in the September 1999 issue of Entrepreneur. Subscribe »

Cargo pants are over. The Backstreet Boys are cool--and way cute. 7th Heaven is the must-see TV show on the new must-see network, the WB. And, yes, computer literacy is as fundamental as learning your ABC's.

Welcome to the wonderful world of preteen America. Oh sure, much fuss is made over the awesome spending power of these kids' elder siblings--a.k.a., teens. Rest assured, however, that the legions of 9- to 12-year-olds whimsically referred to as "tweens" boast a shopping force all their own.

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