With a buying power estimated to reach nearly $41 billion by 2005 and the influence over $74 billion in family spending each year, it’s no wonder that marketers of consumer goods are pulling out all the stops to reach the lucrative “tween” market.

Defined as youths between the ages of 8 and 14, tweens have landed squarely in the middle of corporate America’s radar screen. Old enough to both start earning a little money of their own and have a say in what Mom and Dad buy while they’re shopping, tweens represent a potential gold mine for marketers.