Miss O and Friends Eye Tween Market | Adweek Miss O and Friends Eye Tween Market | Adweek
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Miss O and Friends Eye Tween Market

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NEW YORK Somewhere between Britney Spears and Barbie are Miss O and Friends, a series of characters created for young girls no longer interested in decorating a dolly dream house but not yet ready for the Clairol counter.

Miss O and Friends, a series of characters dreamed up by 15-year-old Juliette Brindak, will grace back-to-school stationary late this summer and accessories the following spring. More importantly for advertisers, a Web site designed to be a forum for 8- to 12-year-old girls launches April 1, and is looking for exclusive category partners.

With more than 14 million girls of that age in the country controlling half of the $39 billion spent in the so-called tween market, MissOandFreinds.com could be a tremendous boon to the right advertising partner, said Denise Coleman, the company's director of sponsorship and events.

"Reaching these girls is not easy," said Denise Coleman," director of sponsorship and events for Miss O and Friends. "Their very choosey about what they want." The site, will offer "an authentic peek into their minds," Coleman said.

The company, which has not yet signed on any sponsors, would work with advertisers to create original content for the site on topics that the girls' interests dictate. Among them are travel, sports, entertainment and skin care, Coleman said.

Should a camera company choose to create a branded content section about travel photography, its logo would appear at the bottom of the page, along with a link to a micro-site geared to tween girls, Coleman said.

"There will not be any pop-up ads, there will not be any banners," Coleman said. "It will be very content rich."

In addition to branded content, sponsors can be part of a sampling program that targets Miss O's most loyal followers. Girls who rack up points exploring the sites, entering contests and playing games will qualify for special membership levels. Those girls will be eligible for sponsor giveaways.

"We don't want this to be a store where the girls see items and a price tag," said Coleman. "This is not a store, this is not a consumer site. This program is meant to tie into the loyalty to the site."