09-29-2026SUBSCRIBER EXCLUSIVE

The $100 billion comeback of the American tween

Meet the new crop of startups and retail giants rebuilding the market for 11-year-old girls. ‘There is just so much market share up for grabs,’ says one retailer.

[Photos: Mark Peterson/Corbis/Getty Images, Bob Carey/Los Angeles Times/Getty Images, LoveShackFancy/Target, Neon Rebels]

I remember stepping into the mall as an 11-year-old with a sequined purse stuffed with pocket money. I’d pop into Claire’s to buy some watermelon Lip Smackers, then hit up Limited Too........

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