Harajuku Mini is an extension of the Harajuku Lovers line mainly focused on infant, toddler, children and tween apparel and accessories. The line debuted in November 2011 and was exclusively sold through Target stores until Fall 2014 when it switched hands to buybuy BABY.
Being her first adventure into clothing aimed for teens and children, Gwen admitted the project was really fun, but challenging. She had been working on Harajuku Mini for three years before launching it in the Fall 2011.
Under Target, the brand released more items every 3-5 months which sold out in stores across the nation and online. Harajuku Mini expanded to school supplies, luggage, hair accessories, fun handbags and even bedding in select stores. The brand also released a limited edition adult tee for Target’s Pride Month in May 2012.
After its absence in early 2014, it was announced in the summer that the Fall collection of Harajuku Mini would be available exclusively on buybuyBABY.com and select stores starting in August. There was no mention of another line be released with Target or an explanation for the switch.
The cute line still continues to be successful and has seen influences from Gwen including song lyrics, checkers, rasta themes and bright colors. The iconic Harajuku girls themselves had made it into the seasons over the years, too, including G.
Harajuku Mini Bedding, School Supplies (July 2012), Harajuku Mini PRIDE
Harajuku Mini Bedding (February 2012) On February 17, 2012, a select number of Target retailers sold a limited line of Harajuku Mini bedding that included twin sheet set, twin/full comforter, twin/full blanket, a throw blanket, and a super cute Gwen character throw pillow. The items were not available online and were supplies were found be to be extremely limited.
Harajuku Mini School Supplies A variety of Harajuku Mini stationary was released at Target that included stickers, pens, folders, binders, journals and more. The line was a huge hit during back-to-school seasons.
Harajuku Mini PRIDE (May 2012) Harajuku Mini released a limited edition men’s tee in honor of Gay Pride Month in May 2012. Target donated 100% proceeds from the sales to Family Equality Council, an international organization offering informational packets and resources for gay and lesbian families. Tees sold out on the site quickly and were available for $12.99 in both gray and navy.