Tweens (8-14 year-olds) are an increasingly powerful and smart consumer group, who last year alone spent and influenced an astounding US$1.88 trillion. Lindstrom reveals these – and other – significant findings in a massive research study that formed the basis of the bestseller: BRANDchild. The project, which spanned 15 countries, in more than 70 cities and involved more than 600 people, became one of the most extensive global research projects ever conducted on kids. Watch the Today Show series that took the BRANDchild project live to millions of viewers.


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