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what girls want

FashionPlaytes: A Fashion Studio of Her Own, Just for Girls

Posted by Sheila Shayon on September 18, 2012 11:04 AM

The tween girl market wields unprecedented economic sway, social influence and digital aptitude. Why do you think Cynthia Rowley's latest brand collaboration is with JCPenney for a tween clothing line? FashionPlaytes, a digital design site aimed at tween girls, is hoping to inspire the next Rowley by giving her a virtual studio, showroom and sales channel to call her own.

The statistics alone speak to the clout of tween girls. According to NPD Group, 73% of girls ages six to eight go online an average of three hours per week, while 92% of girls between nine and 12 are online an average of five hours weekly. And it's not behind their parents backs (well, for the most part), either: “iGen’s parents belong to Generation X, who act as the invisible hand empowering and guiding the $150 billion a year that Tweens influence. The Gen X parent is raising a new type of young consumer that has more independence and financial prowess than any generation of kiddos to toddle along before them.”

Given the role that moms, in particular, take in influencing their daughter's choices — Rowley's dreampop JCP collection was inspired by her own daughters — it took an enterpreneurial mom to see the opportunity that the web provides to create a fashion-centric site for her own fashion-crazed offspring.

Sarah McIlroy, mother of two daughters and a son, started FashionPlaytes after her then five-year-old daughter asked to design her own clothes. McIlroy liked the idea but lacked the technical design skills, so she founded a site for tween girls to dream up their own clothing ideas and have them produced and shipped right to their door, from their own digital design studio.Continue reading...

games people play

Z's Leaving Home: Zynga Expands Beyond Facebook

Posted by Sheila Shayon on March 2, 2012 04:55 PM

Zynga raised a few eyebrows this week when the social games publisher announced it’s launching an online destination outside of Facebook – the mothership that nurtured its unrivalled success.

As it tests life beyond the great FacebookVille with its own standalone website to offer and connect gameplay, the beta version of Zynga.com will give players access to social games created by, for the first time, third party developers.

“We built Zynga.com to give our players more ways to connect with each other and play great social games whether built by Zynga or other talented developers,” stated Mark Pincus, founder and CEO, Zynga. “Together with our platform partners, we look forward to bringing more play to the world on our platform.”Continue reading...

games people play

WeTopia: Facebook Gaming for Good

Posted by Sheila Shayon on November 30, 2011 03:01 PM

“If you’re going to waste your time playing games on Facebook, you might as well do it and help build a better world while you’re at it,” writes Techcrunch.com about Sojo Studios’ WeTopia, an online game launching today that’s designed to have fun while raising money for children’s charities.

It’s a free-to-play Facebook game where players build villages and help their neighbors – all for ‘joy’ currency, in-game coins for real charitable works. They're convertible to real-world non-profit donations to promote healthcare and education. WeTopia is advancing the collective notion of gaming rewards beyond points, discounts and coupon redemption.

“Each purchase results in a direct donation to a real world cause. Buying an in-game fountain, for instance, leads to the contribution of a donation of clean water,” notes Venturebeat.

WeTopia heralds the next iteration of combining social games with non-profit beneficiaries. It's backed by former Facebook employee, Path CEO Dave Morin, with digital doyenne Esther Dyson on the advisory board and an exclusive partnership with Ellen DeGeneres.Continue reading...

Frito-Lay Hoists Chips in Times Square

Posted by Sheila Shayon on April 11, 2011 04:00 PM

In an effort at transparency, Frito-Lay is laying its chips on the square — New York’s Times Square, that is.

The ubiquitous chip-maker today launched its Flavor Kitchen interactive experience some 22 stories high in the Big Apple’s heart, broadcasting from jumbo screens on the Thomson Reuters Building across from the Hard Rock Cafe.Continue reading...

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