Tweens is a term referring to a phase in children’s lives predating the teenage years, that is to say typically around age 10 to 12.

Although the term is nowadays often used within advertisement, the actual word originates in J. R. R. Tolkien’s fantasy classic, The Lord Of The Rings, in which Frodo the hobbit is described as being in his tweens. To a hobbit this means between age 20 and 33.

What is the definition of tweens and when and where is the term typically used? How did a strange word in a fantasy novel end up as a buzzword in advertisement?

Keynote speakers on tweens examine these matters and more.