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Similarly, the age group known as the "tween" was a marketing invention dating to the mid-1980s to describe children aged eight to 15. Today it is popularly understood to be a valid developmental phase. Tween marketing has spread beyond Western countries. In India, marketing research shows children in the 8- to 14-year-old age range, predominantly girls, shifting their preferences away from traditional products towards mass-marketed merchandise such as the Disney Princess and Frozen franchises.

Tween girls became identified as a huge market during the 1990s. The pop music group the Spice Girls were an act based on a group of female performers representing character traits, with nicknames such as Scary Spice, Baby Spice, and Sporty Spice. They were originally a less edgy variation on the girl-group character acts such as the Mary Jane Girls organized by Rick James and Vanity 6 created by Prince, with an intended teenage audience. To the surprise of the recording industry, the Spice Girls were an enormous success with prepubescent "tween" girls, who identified with the flirtatious sexuality of the group and the "Girl Power" theme, which marketers subsequently promoted to the hilt. In 1998, the year the Spice Girls enjoyed their peak success, tweens spent an estimated $1.4 billion, according to a YTV Tween report. Marketing to tween girls is a full-fledged entertainment industry trend today, with toys and merchandise associated with television shows, music groups and celebrities, for example Justin Bieber, Miley Cyrus and Selena Gomez.