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Tweens and cool

James Myers

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers.
  • Child lifestyles & attitudes
  • Marketing to children
  • Advertising regulation

Tweens and cool

James Myers Arc

Here is Lotty, aged 10, and her class mates, explaining cool to grown ups:

'What's cool? That's so sad a question.You ...

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