Ta-da! More Than Magic from Target

Target’s newest private 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 (starting with $0.99 Back to School supplies and topping out at $29.99 bomber jackets) and inclusive designs our younger guests and their parents will love.

“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 private brand to life—Target’s in-house team of designers worked hard to make sure they created a 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. Check, check and check.  More Than Magic will offer a destination-like experience that’s designed to be shopped with friends—think a new layout that accommodates shopping for multiple categories (Phone cases! Bath bombs! Jackets!) so they’re easier to style together, and more space so guests can try on, share and get advice—no matter where their squad is.More Than Magic is available in stores and on Target.com starting July 13. Sizes for More Than Magic will range from 4-16 and prices from $0.99 to $29.99. 

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.