Parents might have thought nine to 12 was a difficult age, but advertisers had cottoned on that it was a lucrative one
from Lifestyle | The Guardian https://ift.tt/wbVBvRe
Ruth Inglis’s report for the Observer Magazine of 5 February 1967 considered ‘preteens’ from 9 to 12 who had ‘until now been rather overlooked in Britain’. ‘Parents call it a difficult age,’ wrote Inglis, ‘but big business is less inhibited: it has discovered that the little mites are big spenders.’
Clothes were becoming important. ‘The little girls in the family, particularly, insist on looking as chic as their elder sisters. Fortunately, 1967 styles – trouser suits, skinny sweaters, Bardot caps – suit them and are just right for out of school.’
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