Personas
The personas represent patterns and clusters of traits based on real people. They are characters that embody our ideas of who the tweens are, including their values, concerns, desires and priorities.
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Stevie, Age 11
Video Games + Adventures = Stevie

Hometown: Santa Monica, California
Siblings: None
Stevie is an 11-year-old only child who goes to private school in Santa Monica. He sits up front on the bus every day with his two best friends, Frank and Gary. School is easy for Stevie, so he has a lot of free time on his hands. He has a tendency to excuse himself from class to go to the bathroom where he usually plays a quick game before returning. Sometimes Stevie dozes off in class thinking about the different websites he wants to surf when he gets home. Stevie walks around with his Gameboy in his right pocket throughout the day. His Gameboy is off while he is in school for the most part, with the exception of when he is at lunch with his buddies. Stevie is very aware of his friends, and loves playing video games with them. At home, Stevie continues to play video games while surfing the Web for new adventures. He is disconnected from reality and likes to visit virtual worlds. He doesn’t care how he comes across to others. He claims that he never gets bored, but he is afraid of it. He is a great kid but a spoiled child; his mom cleans his room everyday but he won’t let her or anyone else touch his video game collection.

Pam, Age 12
Status + Independence = Pam

Hometown: Venice, California
Siblings: Two sisters
Pam resides in Venice, CA and attends school in Santa Monica. She is a straight-A student and the youngest of two. Her older sister has just gone off to college. She works very hard in school so that she can keep her 4.0 GPA and go to a top university and hopefully earn the lifestyle she desires. Pam looks up to her sister and other high-school kids who take her to school in the mornings. She loves shopping and can’t get enough of it. She has a tendency to always want more, and is never satisfied with what she has. Pam loves surfing the web to look at purses. Her latest addiction is checking out diamonds — she gets a rush from it. She wants to live the life of the rich and famous. She is dying to get a pink Marc Jacobs purse and a pink blackberry.

Pam carries her cell phone wherever she goes and leaves it on at all times. This way she is up to date with what’s going on with her friends, who’s dating whom, who said what, and who has the latest Juicy article of clothing. She gets into arguments with her parents a lot over spending too much money and wants more buying power. Pam comes across as having a lot of self-confidence; she checks herself out in the mirror 24/7 and is into technology such as her pink camera cell phone and other gadgets. She sends many SMS messages to her friends, and loves being in touch with them. Her phone is right by her bed at night so that she can get to it fast if someone calls. She hates being home alone and being bored.

Jake, Age 13
Skating + Friends = Jake

Hometown: Santa Monica, California
Siblings: Two younger brothers
Jake lives with his mom and two brothers. He cares a lot about his mother, but doesn’t speak much to his brothers. He obeys his curfew and is very responsible when he is at home. Money has always been tight in the household so Jake is aware of its value. He wears casual clothes and is aware of brands. He is not comfortable showing his emotions. He is a silent communicator. Jake loves being outdoors and spends most of his time skating with his seven friends on the weekends. Skate-boarding allows him to hang out with his friends, and for him to release his energy into something he is passionate about. He takes his board with him for the most part because it is his most prized possession, and he never lends it out to anyone. Over the years he has collected stickers from his favorite skaters.

Amanda, Age 14
Control + Choice + Home = Amanda

Hometown: Pasadena, California
Siblings: None
Amanda is an only child from Pasadena. She is a kind and sweet young tween with a big heart when it comes to others. She attends private school with her best friend Sally. Her friends are a huge part of who she is. Amanda is ”happy” but feels pressure to make sure that her friends are ok. She is a people-pleaser who wants the best for those around her. In reality she prefers to be at home by her computer or watching TV. She uses her phone mainly to text (SMS) her friends when she can’t be at home. Amanda feels that she can be herself when she is in her own space. She is into boys big time, but is extremely shy around them. She has disagreements with her parents (like any other tween who is trying to find their own identity). Her room is decorated with a variety of stuff from Eminem poster to cute girly stickers and drawings. She is a bit messy and into fashion big time.