With $51 billion in spending power, children and tweens represent an important and lucrative demographic, offering companies an opportunity to build lifelong brand loyalty. Children’s and tweens’ tastes, however, are notoriously fickle. The Internet as an entertainment medium has also changed the way products are marketed.

Some of the topics covered in this report include:

Categorization and analysis of children and tweens by three mutually exclusive personality types: Leaders, Followers, and Rebels

An examination of how these three personality types affect the purchase of MP3 players, music downloads, computers, video games, cell phones, and other electronic products

Details of children’ and tweens’ attitudes towards drive-in and casual dining restaurants, snack foods, and staple foods

Discussion of advertising targeting children

Forecast of future trends, including an examination of online marketing tactics

Readers of this report will gain insight into the values and attitudes of leaders, followers and rebels towards a host of topics, and be empowered to create marketing campaigns that speak to these influential cohorts.

Mintel defines children as boys and girls between the ages of six and eight. Tweens are between the ages of nine and twelve.