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Target Launches a New Lifestyle Brand for Tween Girls

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2 girls wearing Target's new tween brand, More Than Magic

Big news for tween girls (and other sequins enthusiasts)!

This week, Target unveiled its newest brand designed especially for tween girls ages 8-12. “More Than Magic” is Target’s first full lifestyle brand, featuring over 500 products spanning categories like apparel, beauty, stationery, and tech.

sleepover accessories from Target's More Than Magic line

How “More Than Magic” pleases parents, too.

With its bold colors, sparkly aesthetic, and affordable prices, this line is meant to delight parents of teens who are just starting to experiment with their personal sense of style.

Target’s in-house team of design experts has worked closely with tween parents, so paraben-free bath & beauty items, volume-limiting earbuds, and modest silhouettes have all been carefully designed.

Back to school items from Target's More Than Magic line

Mark your calendar!

Target shoppers can buy More Than Magic items in-store and online beginning on July 13, 2019.

Sizes will range from 4-16, and prices will range from $0.99 to $29.99. According to company executives, this line is here to stay, and updated styles will be released with each season.

Join The Discussion

Comments 26

  1. Ashley D

    I’m excited because I would love more options for my tween outside of Justice. Plus this gives me another reason aka excuse to go to Target! LOL!

    • Jennifer (Hip Sidekick)

      I agree! Thanks, Ashley D!

    • Maria

      I agree…need other options other than Justice

  2. AmyA

    Im am looking forward to seeing what this line has to offer. However the size range is 4-16. My daughter is 12 and already wears XL in Cat and Jack. Not sure she will fit into these clothes for very long.

  3. J.H.509

    Will they be offering extended sizes as well?.?

    • Jennifer (Hip Sidekick)

      We are not sure just yet, J.H.509! As soon as we know more, we’ll post the information for you!

      • J.H.509

        Thank you!

  4. jen

    Three cheers for modest silhouettes! Hopefully they mean it. It amazes me it can be a challenge to find shorts longer than an inch, even for my 5 year old.

    • Lpmousse

      Preach it!

    • Laurie

      It amazes me as well. Why do shorts have to be so short?

    • shop4mybabies

      we had the worst time with that because my daughters are incredibly thin, if it fit in the waist there was absolutely no length, they started having to wear bermuda shorts from the boys department and I am no prude, don’t mind now that they are older if they wear shortier shorts, but there is zero reason for anyone to be able to see your underwear handing out of your shorts

    • R

      I find that so annoying about girl’s clothing. My late bloomer 6yo son and my really tall 3 year old daughter are both in 5T clothes. The boys clothing is cut much more generously, always longer and just generally better suited for comfort. My daughter isn’t interested in “skinny” pants, short shorts, or form fitting shirts yet, and neither am I. I just want her to have clothes that match her very girly personality and are comfortable to play in.

      • Evan

        I so agree 110%. I now have a teen girl but I DO not allow her to dress in anything that’s too adult-ish. It’s not what they need to do even teens. Modest goes a long way – leave a bit for the imagination. I hate that retailers are going this route so early. Good luck to those of us that want our kids/teens to have more modest options (long shorts, unfitted, reg fit not skinny, non low cut, etc. To each their own on what they do in their home/with their kids/family.

      • Shannon

        My daughter refuses to wear jeans and wears only dresses or leggings and tells me that “pants aren’t pretty and they are for boys.” Lol

    • Wren


    • MommySpendsLess

      I’m excited about this new line at Target and I hope my daughter will be too. It’s great to have more choices (and another excuse to go to Target lol) but I’m a little confused about some of the other comments. My daughter is 9.5yo but has always been about 90% on the growth charts so she wears a size 12. Some items at some stores are too short, tight or mature but I easily find her age appropriate, modest weekend clothes at Justice (and sometimes at Target and JC Penney). Justice carries short, midi, mid-thigh and Bermuda length denim shorts with pull-on and standard waistbands. They have Bermuda length athletic shorts as well. I have no problem finding t-shirts and tank tops in a variety of cuts with colors and patterns she likes. Their flared tunic-length tops work great with capri leggings from Target or Walmart. We both like their dresses – both the fun ones and the subdued floral prints. And I’ve bought all of her tankini-style swimsuits there the last few years.
      At first glance their prices are high but it’s the same way department stores have artificially high list prices and constant sales. I bought her 8 pairs of shorts from there today for $56 including tax. My prior order consisted of 1 tank top, 2 dresses, a set of pajamas and a mini backpack for $32. If you join their free rewards program and buy things when they’re on sale/clearance you can get great deals.

      • Nikki

        We don’t have a Justice. But we do have 15 targets within 30 min drive. I couldn’t find a single pair of Capri or bramuda shirts for my daughter anywhere in store. Everything is short short and she wears a 5t./xs 4-5. Swim was a nightmare majority of the swim this year has been itty bitty bikinis very hard to find anything age appropriate. Just because you have a justice doesn’t mean they are nation wide in every city. I also don’t know if I want to pay justice prices.

  5. Jackie

    I couldn’t agree more about girls shorts being way too short. My daughter is almost 10 and is very thin, barely fitting in an 8. Her legs are so long and while I don’t want her to think there’s anything wrong with her legs, I also don’t need her shorts being THAT short! I feel like there are no good options.

    • Shannon

      Cut a pair of jeans and either fold and sew or just let fray. Then you’ll have a longer pair of shorts! I get what you mean tho. I think we should all write target!

  6. MommySpendsLess

    I think the heading that calls it “Better than Magic” may be a mistake

    • Jennifer (Hip Sidekick)

      Thanks for catching that, MommySpendsLess! I just updated it.

  7. Ihearthip

    Anybody notice the tight short biker shorts the girl is wearing in the top photo? So much for modest. Those should be playground shorts under a skirt in my opinion. I am looking forward to seeing what this new line consists of though. I know my daughter will love those colors!

  8. J.H.509

    I’ve had this problem my whole life. All the women in our family are tall with very long legs. So shorts and dresses have always fitted us shorter than all of friends. So we usually end up wearing maxi dresses or Bermuda shorts. Total bummer. We have nice legs but don’t want our undies showing. Like it was said in another post…save something for the imagination.. and continue being modest. I have three young daughters and we just cut old jeans into shorts and let them fray. This way we are all happy and keeping it modest.

  9. C

    We love Cat and Jack for my 8 year old, so I have high hopes for this line. I love that C&J have adjustable waists in the jeggings and jean shorts. My daughter is very slim and she does not like short shorts. We also love for their shorts and leggings.

  10. Fincher

    I love this idea! My own tween has very few options. I just wish it was a size bigger though because she is so tall. I need more of a size 20-25 (small women). The women and teen clothes are too low of a neckline. Plus there is no fun clothing for her. She is still a kid and wants the designs of the tweens still.

  11. mom23

    If this line doesn’t include anything past the typical size 14-16 then they have completely missed the mark. My tall 9 and 11 year olds are already sizing out of the typical “tween” sizing of up to 14-16 and now we are looking at junior and women’s size clothing for them for school next year. Sure, my kids are above the average for their ages, but there are plenty of similar sized kids who must be in the same boat as us. There are very few options for girls clothing past 14-16 that isn’t low cut, requires a women’s chest to wear, or that don’t have adult-themed slogans and graphics. With so many companies already catering to the grade school kids, it sure would be nice if a company other than Justice would bridge that gap from around 4th to 8th grade when many girls are sizing out but don’t need to be wearing clothing designed to attract sexual attention.

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