Tweening the Girl challenges the argument that the tween market began in the mid-1990s. It was actually during the 1980s that young girls were given the label -tweens- and were heralded by marketers, and subsequently the news media, as one of -capitalism s most valuable customers-. Tweening the Girl expertly traces the emergence of the tween during this era as she slowly became known to the consumer marketplace as a lucrative customer, market, and audience. It clearly illustrates how -tweenhood-, which is often assumed to be a natural category of childhood, is actually a product...