Cover -- Table of Contents -- About the study -- About the authors and contributors -- BRANDchild updated at DualBook.com -- Foreword -- Acknowledgements -- 1 Tweens -- Meet the new kids -- Planet kids -- Summary -- Action points -- 2 Tween dreams for sale -- Fear -- Fantasy -- Mastery -- Humour -- Love -- Stability -- The mirror effect -- Collection value -- Gaming ability -- Summary -- Action points -- 3 Bonded to brands: the transition years -- CEO's heads explode! -- Forming the bond between tweens and brands -- The power of brands transcends generations -- Tapping into the power of tween advocacy -- Tapping into future loyalty -- Brand attraction matters -- Tweens are just like us, only more so -- Summary -- Action points -- 4 Exit fairyland -- Beliefs versus dreams versus aspirations -- God inc. -- The death of belief -- The new icons -- Tweens are inspired by tweens, who are inspired by tweens… -- The search for the true tween aspiration -- Tribes -- Summary -- Action points -- 5 Creating imagination -- Building the sensory experience -- Licensing is more than just spreading the news -- You've got Britney -- The networked brand -- Brand + Nothing = Fiasco -- Offline - online -- Sound + Sight + Smell + Taste + Touch = Brand -- It all adds up -- Summary -- Action points -- 6 How do tweens feel about -- Brands vs no brands -- How passionately do tweens feel about different types of brand experience? -- Relationship with corporate brands -- Summary -- 7 Stardust -- Creating icons we admire -- Music = dreams = brands -- Mainstream has become substream -- Three fundamentals -- Branding is all about personality -- Every brand is a human brand -- Being direct -- Summary -- Action points -- 8 The peer factor -- Using peer-to-peer marketing to build brands -- Summary -- Action points -- 9 Cyberchild -- Welcome to a new tween reality.

Creating a new tween identity -- Marketing in many virtual worlds -- Eight guidelines for targeting tweens -- It all counts -- Summary -- Action points -- 10 Personalized brands build strong businesses -- Kids help to design an interactive retail concept -- What's the Build-a-Bear experience? -- Built-in upselling and cross-selling -- Beary viral marketing -- Keep the honey flowing and the buzz alive -- Staying attuned to customers -- Summary -- 11 Santa's nightmare -- Adding life to brands -- Where it all begins -- Where does all this leave the tweens… and us? -- Summary -- Action points -- 12 The essence of being a child -- Targeting children to build a brand -- Building kids' brands -- 13 Pump up the volume -- The young and the rich -- 360-degree tween branding -- The future? -- Summary -- Action points -- 14 Superchannels -- Welcome to the brave new world of media players -- The next generation of media planning -- Summary -- Action points -- 15 Kidzbiz -- Why tweens? -- Summary -- Action points -- 16 Tweens take to hats -- Where did you get your lid? -- The Lids customer experience -- Encouraging repeat buying behaviour -- Early pioneer of the integrated clicks-and-bricks experience -- Overzealous retail expansion led to a merger with HatWorld -- Summary -- 17 Calling kids -- KGOY -- The dramatic shift in marketing planning -- Summary -- Action points -- Appendix 1: The BRANDchild research: the world's most extensive study of tween attitudes and brand relationships -- Appendix 2: Code of ethics -- Index -- Colour Plates.