Doctors and social psychologists have observed an alarming trend in the kids, even those between the ages of 8 to 10 who seem to behave like teenagers. The physical and behavioral changes which marks the teenage years , seems to be showing up in kids between the age of 8 to 12; so the sobriquet 'tweens', seems to fit the bill.
Some of the tweens are showing a fancy to own expensive items like cell phones and iPods. The genre of music they listen appears to be packed with sexual overtones and so does the kiddie attire, which is not kids stuff. Many of them also scour the web and often play games which are not meant for their age group.
Many academic insights have found that girls are fast tracking into women with early onset of puberty. This is being attributed to better diet and nutrition, although 'obesity' is also known to influence the onset of puberty.
Advertisers are also seen to be making the most of the shopping tendency of tweens, by playing second fiddle to their wants. It is known that many tweens are having a say in the purchasing decisions that their parents make.