Growing up in a family with three sisters I remember my mother saying "things were different in my day" and "don't grow up before your time".

Parents continue to use these lines today; kids will always be kids and girls will definitely always be girls.

There is no denying the difference between boys and girls. In the early years the obvious facts still hold true; blue vs pink, cars vs dolls. Young girls grow up friends and the ‘need to belong’ become key drivers of their identity. They are frequently characterised as reflective, confident, and self aware.

On a day to day basis at Viacom Brand Solutions, the sales house for Nickelodeon, we use our insight and understanding of our audience to formulate successful commercial partnerships.

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