How the tween queen phenomenon exploded the $43+ billon tween girl's market.
Since the birth of Mary-Kate and Ashley Olsen in 1987, the girls' tween market has evolved from almost non-existent into a $43 billion-dollar-a-year money-making machine.

Framed by the structure of a faux interactive website for tween girls, It’s a Girl Thing speaks with consumer critics, tween brand marketers, girls, moms, and educators to explore the seemingly benign cultural universe of candy-coated, pastel-colored, hyper-commercialized girl culture (and the tween queen phenomenon) to reveal the complex and contradictory messages directed at today’s young girls.

Historical research, playful reenactments and found footage allow the film to look closely, and critically, at the tween market's evolution and the role of Disney and Nickelodeons’ tween queens (Mary-Kate and Ashley Olsen, Britney Spears, Hilary Duff, Miley Cryus, Miranda Cosgrove, Kiki Palmer, Selena Gomez, and more) in the market's explosion.

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