Young entrepreneurs are sending out a new wholesome message for pre-teen girls

A more realistic doll and a digital entrepreneur are sending out a new, more wholesome message for pre-teen girls, writes Caroline Delaney

If you are financially responsible for a girl aged between five and ‘tween’, then you’ve probably contributed to Jojo Siwa’s bank balance.

Jojo is the 13-year-old vlogger, singer, and YouTube star who invented hair ribbons. Specifically, large, often brightly-coloured and even diamanté studded bows attached to a crocodile clip to grips onto a high pony tail. They are known as JoJo Bows, cost around €10 each, and are like, supercool and super popular with all the girls. Well, the pre-teens anyway. Not so much with some school teachers, who say they are distracting and have banned them from classrooms in Britain.