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Nigel Hollis states that ‘kids are a market in their own right..’ I believe this comment is too simplistic as it ‘bundles’ kids together as one homogenous group, denying them of any differentiation. Tweens, like adult society are able to make product/service decisions based on their individual needs, which differ somewhat for younger age groups where the whole market segment is targeted in an organisations marketing strategy. Perhaps a way to understand this market is to understand their primary motivations: Independence, individuality and peer group acceptance are all apart of a tweens ‘driving force’. In realising this, a product or service that couples itself with one or more of these ideals will be successful in targeting this segment. The tween market refers to any consumer within the 9-14 age group. This group is unlike any other from previous generations, with their increased knowledge of the world around them adding to their cynicism and intelligence in making product decisions. As Guber and Perry (1993) state ‘…more aware of the environment, social issues confronting their families…with a keen awareness of drugs, social problems, pollution, AIDS, teenage pregnancy and other grim realities.’ Does