One of the hottest trends in youth marketing is age compression — the practice of taking products and marketing messages originally designed for older kids and targeting them to younger ones.
2005 January 9, “Sex sells: Marketing and 'age compression'”, in CBC News:
The industry even has a name for its strategy of getting tweens to buy sexy stuff. It’s called “age compression,” pushing adult products and teen attitude on younger and younger kids.
2006 September 30, Michman, Ronald D.; Edward M. Mazze, The Affluent Consumer: Marketing And Selling the Luxury Lifestyle, Westport: Praeger, ISBN9780275992828, OL9644087M, page 63:
The children, tweens, teens, and the college market represent enormous potential for marketers, and the trend of age compression will have great impact on such selected industries as toys, apparel, cosmetics, shoes, and jewelry.
2007 March 24, Guise 'n Dolls (Boston Legal), season 3, episode 20:
Alan Shore: There’s a marketing term called “age compression”, are you familiar with it, sir? Charlie Costello: Yes. It's a strategy, we all use it. It allows our younger buyers to explore their more grown-up interests. Alan: You mean, you push adult products on children?Alan: Our country may have degenerated to the point where people like Paris Hilton can make celebrities of themselves by having rather pedestrian and, I must say, lackluster intercourse on the Internet, or Britney Spears and Lindsey Lohan may fuel their fame with finely waxed crotch shots and random behavior that's worthy of, well, drug addicts, but when our culture rewards them for it, or more importantly, when this kind of age compression marketing pushes this whole "let's be a whore" idea on elementary school children, culture needs an adjustment.
2007 April 13, O'Donnell, Jayne, “As kids get savvy, marketers move down the age scale”, in USA Today:
Chalk it up to "age compression," which many marketers call "kids getting older younger" or KGOY.
2007, Radford, Jill, “The Politics of Pornography: A Feminist Perspective”, in Clare McGlynn, Erika Rackley, Nicole Westmarland, editor, Positions on the Politics of Porn: A debate on government plans to criminalise the possession of extreme pornography, Durham: Durham University, ISBN9780903593274:
A news item (Chittenden, 2007) reported that Tesco and WH Smith were forced by protest to remove a pole dancing kit (an eight foot long pole, thongs, frilly garters and DVD) from the Toys and Games section of their web site. Apparently this is an example of a marketing phenomenon called ‘kids getting older younger’ or ‘age compression’. Competition has led to marketing ‘adult toys’ to young girls – to give a ‘sexy’ or ‘cool’ image to clothes and toys.
2009 November 9, Coy, Maddy, “Milkshakes, Lady Lumps and Growing Up to Want Boobies: How the Sexualisation of Popular Culture Limits Girls’ Horizons”, in Child Abuse Review, volume 18, number 6, DOI:10.1002/car.1094, pages 372–383:
These values are encroaching further and further into childhood due to the marketing strategy of "age compression", where previously adult/adolescent products are aimed at younger and younger children in order to guarantee more consumers.