Target kicks off back-to-school with new private brand

Target has developed a new private brand collection for tween girls that aims to woo with glitter, sequins and lots of unicorns.

The new lifestyle brand, called More Than Magic, features more than 500 items designed for girls ages 8-12 who are starting to experiment with their personal sense of style.

The collection is the Minneapolis-based retailer’s first full lifestyle brand, spanning everything from apparel and stationery to tech and beauty — all in bold colors, affordable prices (starting with $0.99 Back to School supplies and topping out at $29.99 bomber jackets) and what the retailer calls “inclusive designs.” 

“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 of Target’s 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.”

According to Target, More Than Magic will offer a destination-like experience in-store that’s designed to be shopped with friends, including a new layout that accommodates shopping for multiple categories (phone cases, bath bombs, jackets).

Lastly, there's a whole line of beauty and self care products for the tween set included in the line as well: bath products, body gems, face masks, hair brushes, hair color, lip products, lotions and nail polish.