Target and Pacsun Launch Multi-Year Kids Line to Capture Tween Spending

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7.22.2026

Quick Facts

Target and Pacsun are launching Pacsun Kids, a multi-year branded line of over 100 tween styles priced at $30 or less.
Pacsun reported $970 million in revenue in 2025, a 10% annual gain, and ranked No. 3 among the most popular teen brands in the U.S.
Gen Alpha children ages 8 to 15 control $101 billion in direct spending power, with 90% of parents saying their child’s preferences shape household purchases.

Target is partnering with Pacsun on a new tween apparel line called Pacsun Kids, one of the retailer’s largest branded collaborations to date. The line launches with more than 100 styles in sizes XS to XXL, all priced at $30 or less, and will be sold in Target stores and on Target.com with new products added each month.

The partnership runs for at least three years, with additional collections already in development. Styles include T-shirts, tank tops, denim, and dresses aimed at pre-teens.

Tara Russell, Target’s senior vice president of apparel and accessories, said the deal differs from the retailer’s typical limited-time brand drops. ‘This is more about building on our tween customer,’ Russell said. Surveys of parents and tweens showed that young shoppers want recognizable national brands, while parents want the affordability and convenience of shopping at Target.

The $30 price cap was set early in the design process. Pacsun’s design team, with input from Target on customer preferences, built the product to hit that number from the start rather than cutting costs after the fact.

Families with tweens make up about 10% of Target’s customer base but spend more than the average shopper. Gen Alpha’s $101 billion in direct spending power is a central reason retailers are chasing this demographic. A study of 1,000 parents found that 41% said their Alpha child influences all household spending decisions.

The line fills a gap in Target’s existing apparel portfolio. Its private label Cat and Jack, aimed at younger children, generates more than $3 billion annually. Wild Fable targets teens. Pacsun Kids sits between them, serving pre-teens who have outgrown Cat and Jack but are not yet the core Wild Fable customer.

For Pacsun, the deal extends its reach well beyond its current store footprint. The brand operates more than 350 locations nationally. Target has more than 2,000 stores.

Pacsun CEO Brieane Olson confirmed the brand posted $970 million in revenue in 2025, growing 10% in each of the last two years. The brand ranked third among the most popular teen brands in the U.S. in Piper Sandler’s survey. Pacsun also plans to add 20 to 35 new domestic stores over the next three years and open its first international location in Dubai.

The Pacsun deal is part of a broader push by Target to attract younger shoppers. The retailer launched a home collection with Hollister in late June and a limited-edition pajama line with Roller Rabbit in February. The Roller Rabbit drop generated more than $6 million in revenue within hours of going live.

The urgency behind this strategy is competitive. Walmart reported an 18% increase in younger shoppers’ online purchases over the past year and has used celebrity partnerships to build momentum with Gen Z and Gen Alpha. Target is deploying roughly $5 billion in capital spending on new stores, remodels, and digital fulfillment as it tries to close that gap.