Claire's is launching a new campaign, "A Girl SMR at Claire's," aimed at engaging the first fully digital-native generation (Gen Alpha), which already influences roughly $255 billion in U.S. spending. The strategy is inspired by demand for sensory products like slime, squishies, fidgets and viral toys like NeeDoh. Claire's is also shifting its focus towards tweens, expanding beyond its traditional younger customer base. The retailer will launch a "Summer Sensory Shop" to engage all five senses through toys, collectibles, candy, accessories and skincare. The company is partnering with creators and platforms like Coverstar, a youth-focused social app that emphasizes participation over follower counts.