According to the U.S. Census Bureau, tweens—that group of kids roughly between the ages of 8 to 12—will number about 20 million in 2009, and are projected to reach nearly 23 million by 2020. That's quite a demographic ... and it's an incredibly complex one at that.

American tweens, especially girls, are loaded with contradictions—at once they can be socially aware and socially inept, trend followers and trend setters, complicated to understand and yet, for some companies, quite simple to market to. Too old for toys and too young for boys? The key to capturing the attention of these potential customers, manufacturers and retailers tell Playthings, is all about providing different kinds of outlets and, above all, lots and lots of options. Girls at this in-between age are still looking to find themselves, a journey that will see their preferences for playthings and pastimes in a constant shift from year to year and, in some cases, from day to day.

Fortunately, the category has a lot to offer in 2009.

Alex, Northvale, N.J., has introduced numerous new items for tweens this year in its Style line, including Spiffy Spa; the Braidy Beads bracelet kit; the Bead 'n Loop jewelry making kit; the Best Friend Bands Singles set, which comes packaged with a pre-strung loom; the Watch Me wristwatch customization kit; and the Friends 4 Ever deluxe friendship bracelet kit, which has enough materials to make 22 woven bracelets. The new Spiffy Spa Assortment, for ages 6 and up (pictured) is both a complete pedicure kit and a crafty slipper decorating kit in one. It includes three bottles of kid-friendly nail polish, two toe separators, more than 100 nail stickers, a nail file, spa slippers and 30 precut felt shapes that slip on over the slipper's buttons. Available in two sizes: small (size 2, for ages 6 to 8) and large (size 5, for ages 8 to 10.)

Alex also has expanded its Craft line with more project kits that appeal especially to tween girls, including Knitwear Designer, with which girls knit and then sew outfits for the included doll; the Catwalk Critters, an easy-sew kit that makes a collectible figure keychain; the Tutu Cute and Crafty Apron customization kits; and Felt Sweets, an easy-sew kit for making an assortment of 18 different dessert-shaped items. New to the Color-A line this year is the Color a Pony Purse kit (complete with six permanent markets and a bonus pouch), which debuts just in time for the new "Plan Your Design Online" feature added to the Alex website, which lets kids design the layout for any of the projects in the line and see what it looks like before they start to color. For fiber crafts fans, the company adds the new Patchwork Quilt and Make a Ruffle Rug kits, as well as Knot-A-Lot, a no-sew deluxe kit with which girls can makes a hat, scarf and bag. And ideal for sleepovers, Alex also introduces Porcelain Party, a kit of six porcelain pieces for girls to paint and then bake to set the colors. It includes a jewelry box, photo frame, flower vase, mug, cup and saucer along with 12 ceramic paints and two brushes.

Another veteran to the tween market, Cleveland-based Creativity for Kids, is also introducing some special items this year. Designed By You Special Occasion Fashions kit (pictured) is a follow up to its popular Designed By You Fashion Studio kit. Special Occasion Fashions is another deluxe set packed with materials; this time it includes everything—from lace to pearls and beyond—that girls need to design special occasion fashions, even wedding dresses. Girls can draw their fashion ideas in the included sketch book, then bring those designs to life using the included fabric, satin basic dress, trims and sewing essentials (tape measure, thimble, scissors, satin pincushion and more). There's even a mini mannequin on which to drape and display their creations. Other new kits this year include expansions to the Craft with Clay collection, in which kids take synthetic clay and turn it into colorful, decorative objects. Additions include the Sweet Treat Boxes, Friendship Frame and Mirror and Trinket Box kits. All come with glitter glue, crafting tools, stickers and glitter or rhinestones. Also for girls is the Pretty Pedicure Salon, Paper Petals Photo Mobile and the In-Style Flower Fashion Accessories kits, the latter of which includes a flower loom, yarn and pom pom makers. In the Girl Trends line, new kits include Surfergirl Beach Beads and Hearts Desire Jewelry.

Trends and style are also a big part of the latest edition to RandomLine's Squiggly line of games, Squiggle Style, for ages 7 and up. It's the first time the award-winning company has added a fashion focus to its line of kids' activity pads, and this one is unique because it includes a dry-erase pad and six wipe-off markers in multiple colors. With Squiggle Style, budding designers can create endless combinations of outfits on the included model.

Another newcomer to the tween fashion activity arena is Delta Creative, City of Industry, Calif. The company's flagship introduction this year is the Glitter Travel Case, an all-in-one case and decorating kit that invites girls to express themselves, pack up their keepsakes and then travel in style. Part of a new DIY line of activity kits for tweens, it includes a pink travel case, a selection of EVA glitter stickers and holographic stickers, a name tag, ribbon, glitter glue, rhinestones and pony beads.

Cleveland-based Bowwowmeow expands its line of pet-themed craft project its this year with the Doodle Dog (pictured) as well as Design Your Own Leash, Design Your Own Dog Collar and Design Your Own Pet Bowl kits, for ages 8 and up. The Doodle Dog is a 12-inch-long stuffed fabric dog (from his nose to the tip of his tale) that comes packaged with a set of permanent fabric markers. Kids can create original artworks, decorate the dog to match the family pet or even put together a treasured keepsake by collecting messages and autographs on Doodle Dog. The company hopes to position the item as a sleepover, graduation, party and vacation gift for tweens.

The Design your Own leash and color kits, meanwhile, are created from ribbon sewn to nylon webbing, with metal hardware and durable quick-release buckles. The leash is 4 feet long and the collars are available in small (for a tiny dog like a Chihuahua or Beagle), medium (for an average-size breed like a Border Collie, Bulldog or Retriever) and large (for a big breed like a German Shepherd, Great Dane or Bull Mastiff). The pet bowl kit features a porous glazed ceramic dish (which holds about 3 cups of dry pet food) and 6 non-toxic markers that will wash off skin but will be instantly permanent on the bowl without having to be fired or baked.

Another way girls can creatively connect with each other is through new stationery products from Scratch-Art, Avon, Mass. The Scratch Magic Doodle Pad (pictured) is just one of dozens of items in a collection that includes a sketch book, a journal, a note cube, mini notes and trading cards, some packaged as deluxe gift kits like the Scratch & Trade Friendship Card Album Set. As with all Scratch Magic products, girls can draw their own custom designs on the 14 specially coated cards with a drawing stylus and colorful images instantly appear; the kit also over 50 stickers and a 14-page wire-bound hardcover album.

At least some tween girls, however, are not inclined towards crafting and would rather socialize; they get some unique new products in 2009 as well.

Around the Table Games, Eureka, Mo., the makers of the Family Talk and Grandparent Talk conversation games, introduces Buddy Talk this year for tweens. Thanks to the efforts of the daughter of company founder Beth Daniels, Buddy Talk gets to the heart of what tweens talk about, including such questions as, What's your favorite thing about summer break? If you could have picked your own name, what would it be? What is the funniest trick your pet can do? Ideal for breaking the ice at school, sleepovers and after school activities, the game, for ages 7 and up, includes 50 question cards attached to a carabiner clip.

Playroom Entertainment is also expanding in the sleepover space with three Swingset Press game titles for tweens: Frendz Pakz - Sleepover Pakz, Acting Out and Frendz Pakz — Club Secretz. Sleepover Pakz (pictured) includes enough games, quizzes and activities for numerous sleepovers as well as a ballpoint pen, all in an appealing tiny package. Acting Out girls to play act a variety of scenarios, while Club Secretz includes everything girls need to start a BFF club.

BFF's will also appreciate the newest additions to Windsor, Colo.-based Alexa's Angels' collection of inspirational jewelry. New for tweens are 6-inch charm bracelets and 14-inch necklaces sized for kids in the Words to Live By collection, available in the following themes: blue Fearless (shown here), pink Love, green/yellow Laugh, green/purple Happy, pink/green Friend, pink/green Faith, blue/purple Dream and blue Believe. Each piece of jewelry includes an optional 1.5-inch extender, and comes packaged in a deluxe gift box.

From Indianapolis-based Fundex, the Dream Phone game for up to four players tasks girls to uncover the identity of their secret admirer by listening to clues on the electronic phone about the boy's clothes, sports, foods or special hang-outs. Girls then search the game board to identify who it is and who it isn't. The first player to find out who the Secret Admirer is wins! Includes game board, electronic touch screen phone, secret admirer cards, clue sheets and instructions.

And from activity gurus Klutz, Palo Alto, Calif., this fall comes The Natural Beauty Book by Anne Akers Johnson, which teaches girls a valuable lesson: "If you feel good, you look good." The book is filled with more than 60 simple recipes—everything from bath salts and facial masks to tub infusions and hair rinses—that girls can make in their own kitchens, plus step-by-step instructions for treatments like a natural manicure, facial or foot massage. Best of all, it comes packaged with a personal home spa kit, including a facial loofah, a nail brush, a pumice stone and essential oils. Though geared toward older tweens, the book and kit should also appeal to younger girls.

The youngest of tween girls also get product geared especially for them this year, bridging the gap for those girls looking to grow up but who may not be ready to part with their plush, dolls and other toys. For example, fans of Keene, N.H.-based Douglas' Sassy Pet Saks will be clamoring for the new Quilti Horses and 5-inch Lil Buds' mini Quilti horses, all part of a contemporary new designer collection of plush-shaped purses (available in a brightly colored combinations of florals, gingham checks, polka dots, paisley and stripes) that also includes dogs. Shown here is 9-inch Violet, the large purple horse.

From Miami-based Safari this year comes the Flower Fairy collection of 4-inch-high butterfly-themed, winged fairy figures inspired by flowers. The collection includes Iris, Violet, Jasmine, Buttercup (shown here), Bluebell, Rose the Fairy Queen, a Fairy Baby and a Fairy Pony. All figures are free of phthalates and lead, and include a hangtag in five languages.

And Corolle, Grantsville, Md., known for realistic baby dolls and deluxe talking talls, is introducing Les Dollies this fall, which include Dolly Licorice (pictured), Dolly Toffee Apple, Dolly Lemon Sorbet and Dolly Tina. Les Dollies are 16-inch stylish dolls dressed in bright, bold outfits, in line with what fans of the Groovy Girls might be looking for. Les Dollies have soft cloth bodies, vinyl faces and hands and colorful rooted hair. All of the Les Dollies are designed to be captivating characters with a bit of mischief to them, according to the company, which is positioning the collection as an ideal gift option for those tweens and almost-tweens who are becoming more interested in fashion yet are growing out of the doll phase.