Target Rolls Out New Brand for Tweens
(Photo courtesy of Target)

Target Rolls Out New Brand for Tweens

The retailer’s new brand, More Than Magic, features more than 500 items including sleepwear, sports attire, casual clothing, backpacks and other school supplies, jewelry, and more for 8- to 12-year-old girls.

Target has unveiled the latest addition to its burgeoning own-brand portfolio: a line of clothing and accessories specifically designed for tween girls. The new lifestyle brand, dubbed More Than Magic, features over 500 items—from sleepwear to snazzy clothing, to necklaces, backpacks, pencil cases, and more—for girls between the ages of 8 and 12.

Target describes the brand as incorporating “a pinch of sequins, a dash of extra-soft-fabric, a heaping helping of ‘I Can Do Anything’ attitude… [and] bold colors.” The Minneapolis-based retail giant wants tweens—who it says are “starting to experiment with their personal sense of style”—to turn to More Than Magic for what they need for anything from slumber parties, to school, to dance class and other physical activities.

To build the brand, Target’s in-house design team brought together girls from across the country to hear what they wanted in their clothing and accessories, according to Jill Sando, Target’s senior vice president and general merchandise manager. Parents weighed in, too

“The end result is a brand-new collection filled with personality at wallet-friendly prices moms and dads can feel good about,” Sando said in a statement. “I’ve been part of so many incredible brands we’ve introduced at Target, but More Than Magic might top my list for being the most fun to develop.”

In addition to the brand itself, the debut of More Than Magic comes with a redesign of the tween section spaces in stores. The new layout is intended to accommodate shopping across multiple categories, and shopping with friends. The aim is to give young shoppers a chance to try things on and more easily get input from friends who are away from the fitting room. 

More Than Magic is Target’s first tween-focused brand, and it follows the rollout of other demographic-specific brands, including three bra lines designed to be more inclusive and individualized than other market options.

As with the bra lines, More Than Magic is available in stores and online—starting July 13. Sizes range from 4-16 and prices vary from $.99 to $29.99. Target plans to update the styles as seasons change.