mall of America

By: Erica Dao

It’s not always easy being the new kid. I know from experience. Trying to make new friends and transition into an entirely new environment can be a daunting feat. However, for one new addition that joined the ranks of more than 500 stores at Mall of America, the shift was seamless.

Meet 77kids by American Eagle,  a brand-new, uber-adorable children’s retailer that just opened this past weekend at Mall of America. I don’t have any kids to dress, but I totally admired the stylish threads I saw at this expansive retailer. Furthermore, I learned 77kids VP of Design Sarah Hough, was formerly with Club Monaco and Marc Jacobs (totally explains the cuteness).

Don’t be mistaken. This is not a shrunken down version of American Eagle. 77kids has its own identity. The store carries clothing, shoes and accessories for babies and kids ages 0 – 14  and features a wide array of unique features that will ensure a shopping experience like no other. 

A “Denim Canyon” houses shelves upon shelves of their exclusive denim collection.  Kids definitely won’t have an issue finding the perfect pair of jeans.  

There are two 77kids interactive touch screens. Kids can use these screens to:

1. pose for photos, which can be customized with personal messages and graffiti, then printed at the checkout area to take home or post in the store.
2. select key 77kids outfits, which will appear virtually on the user like a digital paper doll.
3. play DJ and eventually select music to be played in the store.

Topping off the in-store experience is a Goodie Bar, which is chalk full of treats like Sweet Tarts, Sour Patch Kids and Blow Pops. I even spotted an Andy Warhol Fashion Mix and Match stationary set (love). Oh and another thing I absolutely love is the fact that they carry Steve Madden, Keds, Havianas & Minnetonka shoes!

From purple tutus to toddler jeggings (yes  I spotted a super cute mini pair of jeggings. But then again, mini-versions of anything are always cute!)  to classic tees and denim, there is no doubt kids  and babies will leave the store as fashion aficianados in training. 77kids is definitely one of the coolest ‘new kids’ to hit Mall of America.