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Target launches tween lifestyle brand More Than Magic

Published
today Jun 28, 2019
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Target has unveiled More Than Magic, its newest brand dedicated to tween girls. 


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In a press statement, Target said More Than Magic will carry over 500 items for girls ages eight to 12. 

The brand marks Target’s first full lifestyle brand, offering apparel, stationery, tech, beauty and more in a range of bold colors. 

Prices for the line span from $0.99 for items in the ‘back to school’ category to $29.99 for bomber jackets. More Than Magic will launch in stores and on Target.com on July 13, with apparel sizes ranging from four to 16.

According to company executives, Target consulted girls in the tween age group from across the country to come up with the brand’s product range. 

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

“The end result is a brand new collection filled with personality at wallet-friendly prices moms and dads can feel good about.” 

Highlight products include apparel like shirts, leggings, leotards and sleepwear; paraben-free bath and beauty items like bath bombs, shower gels and sheet masks; and school items like backpacks, pencil cases and locker clings. Keeping parent desires in mind, the brand also offers earbuds with built-in volume limits and modest silhouettes for active and sleepwear. 

In-store, the brand will be displayed in a layout designed to be shopped with friends, the company said, allowing customers to shop multiple categories at a time with more space to try on items. 

Updated styles from More Than Magic will roll out as the seasons change.

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