- Claire’s is launching a new brand platform and campaign that aims to help tween girls bridge the transition from the playground to social media.
- The “A Girl SMR at Claire’s” effort includes a new line of tactile products and ASMR experiences designed to encourage IRL play and creativity.
- The retailer will offer a Summer Sensory Shop, in-store ASMR filming set ups, creator and brand collaborations, as well as a presence at VidCon.
Private investment firm Ames Watson acquired Claire’s North American business and intellectual property in September 2025 for $140 million out of bankruptcy. The company said they plan to revitalize the brand with a focus on ear piercing, curated products and modernized store experiences.
This new brand platform is the first for the company under the new ownership. Their repositioning targets Gen Alpha girls with a message to slow down and enjoy childhood.
“Consumer behavior is shifting so quickly,” said Michelle Goad, chief brand officer at Claire’s. “Gen Alpha is craving connection and in-real-life experiences, and with more than 900 mall-based stores across the U.S. and Canada, and the growth we are seeing in mall traffic overall from this generation, we’re uniquely positioned to meet them in their path.”
“As we navigate this next chapter, our focus is on building forward: listening closely to what this generation wants and creating a safe, inspiring space where Claire’s Girls can participate in a brand that is there for the chapter while they figure things out,” added Goad.
The retailer’s Summer Sensory Shop, with everything from accessories and slime to scented products with ASMR filming set ups in select stores. Creator partnerships will include: slime‑focused partnerships that tap into blind‑box culture and the “squishy hunting” community.
“At Claire’s, we see girlhood as sacred, deserving of its own place,” Goad added. ”Our mission is to build an inspiring playground for modern girlhood – whether you’re experimenting with jewelry stacks, building your first skincare routine or hunting down your favorite squishies – and it’s our vision to build a world where girlhood and that moment in time for her is embraced and celebrated.”
