Why Ubisoft is targeting the 'tween girl' market

Interested in knowing Ubisoft's drive for targeting the "tween" girl market (e.g. Ener-G)? As Senior VP of Sales and Marketing Tony Key explained at the press conference, on DS, the tween girl market grew 63%. That's faster than the general DS market. Also check out the (unfortunately not sourced) list above showing the top ten third party DS brands (in terms of revenue). Ubisoft holds the number 1 and 3 positions with tween franchises Imagine and Petz.

Further justifications can be found in slide, after the break, showing a drive for sports games geared for girls.