Girls of eleven years old aren’t children anymore. Playing with dolls and other toys doesn’t fit there image. These new type of youngsters are a new target group for toyshops. 
There used to be two target groups: toys for four to seven year old kids and toys for seven to twelve year old kids. But girls of nine to twelve years don’t like the toys that are made for their age anymore. It’s not ‘cool’ enough or just too childish. ‘They have become a unique area of distribution’, says Bart Coeman, manager of the toy store chain Fun. ‘Especially ‘gifts’ are now important, the gadgets to say it disrespectfully.’
Just think about the me to you- bears, little grey teddy bears with a message like ‘someone special’ or the similar NICI-bears. The greeting cards and chamber decoration are also very popular. And because a lot of girls of eleven already have a mobile phone, cell phone-holders and other accessories keep scoring very well.
But what with the boys at the age of nine to twelve? That’s also a different market but it turns out that it’s not so extreme as with the girls. They still want to play with a robot but multimedia is now omnipresent.
Eva Joye
Source: http://www.nieuwsblad.be/Article/Detail.aspx?ArticleID=K81I6NTN
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