New website targets ‘tween’ market with fashion design and community appeal

New Hair Fling, designed by tweens for tweens

New Hair Fling, designed by tweens for tweens

A new website, FashionPlaytes (, is targeting the ‘tween’ market and creating a digital community of girls who can shape and influence its product designs.

Its first product launch – The Hair Fling – has been inspired by comments and suggestions by hundreds of so-called FPgirls – FashionPlaytes’ online community of tween girls.

They visit the FPgirl website to design fashion lines and accessories online. According to FashionPlaytes, the site has attracted 600,000 ‘designers’ and is growing at a rate of 20,000 per week. They spend on average one hour on the site and have created 13 designs on average. 

The Hair Fling is a jewellery accessory that allows girls to show their style with up to five charms from a slender 2in silver plated chain that dangles hair clip. 

It is part of FashionPlayte’s new line of jewellery and fashion accessories for tween girls and retails for $9.00.

It is supplied with two charms, including one that lets her friends know that she is an FPgirl. 

Girls can start with either the white crystal studded peace sign or the pink flower charm and add three additional charms giving each girl the luxury of customising it to meet her specific style. FPgirls can choose from over 22 charms to select ones that reflect their, interests and personal tastes, including sports, animals, music, dance charms and more. 

“Our FPgirls have been asking for a jewellery accessory that they could wear in their hair and customise with charms that reflect their own sense of style,” said Sarah McIlroy, founder and CEO of FashionPlaytes.

“FPgirls expect to have a personal and interactive experience with our brand and delight in being able to influence the products we bring to market. We believe that empowering these girls with the ability to affect our products and styles is fundamental to our continued development of our engagement-driven commerce community.”

The Hair Fling has been tween tested by members of FPgirls Fashion Advisory Board (FAB) and their take on it can be seen below: