Target Rolls Out Tween Lifestyle Brand Ahead of BTS

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Target Rolls Out Tween Lifestyle Brand Ahead of BTS

By Cyndi Loza - 07/23/2019

Target is shining a spotlight on its first tween-focused lifestyle brand, More Than Magic, as back-to-school season kicks into gear.

The private label brand rolled out to Target stores and target.com July 13 and comprises more than 500 SKUs ranging from apparel and stationery to consumer electronics and beauty. The brand was designed for girls in between kids and juniors — ages 8 to 12 — "who are starting to experiment with their personal sense of style," according to a June 26 "A Bullseye View" blog post. The SKUs range in price from $1.49 to $29.99 and include bright sequin phone cases, bomber jackets and lunch boxes, body lotions, two-in-one bubble and body wash SKUs, neon-colored headphones, chrome pink windbreaker jackets, bath bombs, pencil pouches, lip glosses, body glitter, water bottles, popsicle-shaped highlighters and rainbow ink gel pens. 

In stores, ceiling signs, floorstands and vignettes spotlight More Than Magic items, intended to create a "destination-like experience to be shopped with friends," according to the blog post. The in-store layout was also designed to offer more space and accommodate shopping multiple categories. A promotional page within target.com, a Facebook cover, social media updates, and a two-page feature in the retailer's July 22 circular supports. 

As its done with past private label launches like Sun Squad, Target's in-house team of design experts spoke with kids and their respective parents to understand their needs and create More Than Magic. Cozy textures and velvety finishes on shirts, leggings and leotards, as well as paraben-free bath and beauty items, built-in volume limits on earbuds, and modest silhouettes on active and sleepwear were high on the list, according to the blog post. 

“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,” said Jill Sando, senior vice president and general merchandise manager, apparel and accessories and home, in the post. “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.”

NOTE: For more images of the More Than Magic launch at Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.