With Urban Kids, we have created a shopping experience that reflects the diversity of tastes in girls from 4 to 16, yet focuses on the looks they love. Often the first to hop on a trend bandwagon, tweens waste no time hitting the malls in search of the right fashion items, accessories and lifestyle products. Not looking to simply emulate an older demographic, tweens are out to set themselves apart from their older peers by owning their own look and establishing a different identity.