Malls will be making space for another children's store in 2009. American Eagle is going to target the small set aged two to ten years old with the brand 77kids by american eagle. According to a Reuters article the line will debut on the web before autumn 2008. It said:

The brand will offer "cool clothes" seen at some higher-end children's stores, but at more affordable prices, O'Donnell said. Whereas a pair of kids' jeans at a more upscale chain cost $48, O'Donnell said 77kids will offer them at $24 to $26, with knits priced between $12 to $14.