{
  "id": 10658534,
  "title": "The $100 billion comeback of the American tween",
  "url": "https://urgent.news/2026/09/29/the-100-billion-comeback-of-the-american-tween",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-29T09:00:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91610365/the-100-billion-comeback-of-the-american-tween"
  },
  "original_language": "en",
  "account": "In the 1990s, brands recognized the purchasing power of tweens and tailored their offerings to this demographic. This created a unique culture around tweens, where they could explore aspects of adulthood through fashion and beauty products. However, over the past two decades, the rise of e-commerce and the decline of the physical mall have contributed to the decline of tween culture. Malls became less popular, causing brands like Limited Too and Claire's to struggle, and tween magazines faded away due to the changing media landscape.\n\nBut now, it seems that the tween market is experiencing a comeback. Retail giants such as Walmart and Target have launched new collections targeting the tween demographic, while new startups are emerging in the space. These include Maisonette's Neon Rebels, which caters to ages 7 to 14, and skincare startups like Pipa, Bubble, and Evereden. Even established brands like Away are recognizing the potential of the tween market.\n\nTweens today have an annual spending power of over $100 billion and influence a significant portion of household spending. In 2023 alone, tweens spent $4.7 billion on beauty products, and the global children's apparel market is expected to grow at a rapid pace in the next few years. The potential for growth in this market is enormous, making it a prime target for brands looking to capitalize on the tween resurgence.",
  "summary": "I remember stepping into the mall as an 11-year-old with a sequined purse stuffed with pocket money. I’d pop into Claire’s to buy some watermelon Lip Smackers, then hit up Limited Too for baby Ts. Back home, there would be a Delia’s catalog waiting for me with ideas of how to style cargo pants. Or the latest issue of YM or Bop , full of quizzes to figure out which Spice Girl I was. (For the…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "MercoPress",
        "title": "Latin American airports will need US$178 billion to nearly double their traffic",
        "url": "https://urgent.news/2026/09/29/latin-american-airports-will-need-us-178-billion-to-nearly-double",
        "published": "2026-09-29T07:30:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}