Hallmark brought Girl Talk creator Cathy Rondeau in to create products for tweenagers. I was one of a few dedicated writers to work on the collection, which focused on friendships, feelings, and creativity.
We focus-group tested everything with girls slightly older than our target. In one session, we gave them copies of our writing and pencils to edit with — but they were hesitant to give feedback. I suggested we give them markers, so we didn’t see names, but could find all the notes from the same editor. Anonymity — but more importantly, getting to pick their favorite colors — unleashed their brutally honest but very welcome opinions.
TRISH BERRONG 