Ta-da! -Target Unveiling its first tween-focused lifestyle brand just for girls

by Textile Quotient News Desk
29 Jun 2019

Take a pinch of sequins, a dash of extra-soft fabric, a heaping helping of “I Can Do Anything” attitude and—abracadabra—you have More Than Magic, Target’s newest brand that’s just for tween girls. Designed for those years in between kids and juniors, More Than Magic features over 500 items for girls ages 8-12 who are starting to experiment with their personal sense of style. It’s Target’s first full lifestyle brand, spanning everything from apparel and stationery to tech and beauty—all in bold colors, affordable prices.

“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,” says Jill Sando, senior vice president and general merchandise manager, Apparel and Accessories and Home. “Bringing girls together from across the country to hear what they did—and did not—want and how Target can fill those needs, from the products we create to the experiences we offer, was really energizing for our team. The end result is a brand new collection filled with personality at wallet-friendly prices moms and dads can feel good about.”

No magic wands were used to bring this brand to life—Target’s in-house team of design experts worked hard to make sure we got the selection of items and materials just right, bringing kids and their parents together to understand their needs. The result? Cozy textures and velvety finishes on shirts, leggings and leotards. Also high on the list: paraben-free bath & beauty items, built-in volume limits on earbuds and maintaining modest silhouettes on active and sleepwear.



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