Earnshaw's

Last week, San Francisco-based Le Top debuted its online boutique, www.letop-usa.com, providing a comprehensive source for the children's apparel brand. "Shopping online has become 'the' convenient way to shop for busy executives—and especially busy moms," Le Top co-founder Paul Lun noted. "We are excited to make Le Top an important brand for a new generation of families." The e-commerce site features a number of categories, including girl, boy, brother/sister, baby and gifts. New selections will be added every three to four weeks.

Edutainment brand Becky Bones, which centers around environmentally responsible messages, has tapped BBC International as its partner for kids and teens.

As fall shopping commences, Parents magazine and Lands' End report in their 2010 Back-to-School Survey that 75 percent of moms view the season as a "fresh" start time for kids and the entire family. Nostalgia plays an influential role in their buying habits, too, as a majority of moms said they purchase clothing because it reminds them of something they wore at their child's age. Seventy-four percent of moms said school shopping reminds them of the excitement they felt as a kid, and 65 percent said it was a rite of passage for their children.

School uniform manufacturer French Toast is anticipating greater sell-throughs this back-to-school season in line with the growing number of public schools that are implementing stricter dress codes. The company expects the industry will see a 3- to 5-percent increase in U.S. sales this fall, with the largest gains in the Southeast and Northeast regions.

Need-to-know executive appointments in the licensing world.

According to WWD, Target will begin selling a line of apparel and accessories for tweens called D-Signed, based on the wardrobes of Disney Channel characters, from series such as "Sonny with a Chance" and "Witches of Waverly Place." The line has been compared to the Garanimals concept but is aimed at older kids. Each character's group of 12 pieces can be worn 40 ways and will be retail for approximately $20.

JCPenney is preparing to unveil its back-to-school assortment next month, a mix that will include a number of new licensed apparel brands. Supergirl by Nastia (from Warner Bros. Consumer Products) and Zoo York will grace the retailer's shelves, as will the latest from RS by Sheckler, Olsenboye and more. Olympic gymnast Nastia Liukin will be visiting JCPenney stores in five markets across the country to promote the launch of her line, speaking to young girls while hosting gymnastic performances, fashion presentations and tumbling classes.

Vancouver-based Hula Mula, sister label to the Knuckleheads boys' brand, is launching a tween line for girls sizes 10 to 14 for Spring '11. Owner and designer Melissa Nash noted that this expansion has been in the works for some time. "We have two tweens in our home and it was because of their persistence and creative style that we added the new sizes," she said.

Last week, children's apparel company My Vintage Baby, Inc., announced that it is partnering with Trista Sutter, the breakout star of ABC's "The Bachelor" and "The Bachelorette," who is designing a collection for the brand for Fall '10. A portion of proceeds from her "Winter Rose" line will be donated to the Juvenile Diabetes Research Foundation.

The company's fall collections will launch for presales on Aug. 1. Trista will host a press event to celebrate the launch on Aug. 17 in Dallas. For details, visit www.myvintagebaby.com.

The eighth edition of Playtime Paris, which took place July 3-5 at the Parc Floral de Paris, showcased 250 international brands across the children's, junior and maternity markets and a vast array of apparel, footwear, accessories, layette and decor. According to show management, the show drew 3,834 visitors, a large increase over the July 2009 edition. The show saw more exhibitors selling maternity gear, childcare items, home decor and design products, and gifts than in the past.