By  on October 23, 2008

American Eagle Outfit­­­ters starts selling children’s wear today with the launch of, joining an increasingly crowded market.

The competition includes abercrombie, the kids’ division; The Children’s Place; GapKids; Crewcuts, and Disney stores. Seeking to differentiate itself, American Eagle has filled its 77kids Web site with bells and whistles, from free shipping and returns and a guarantee that the products will hold up for at least 77 washes, to a tie-in to the Jonas Brothers. The group’s Nov. 14 concert in Los Angeles will be replayed on the Web site at 3 p.m. on Nov. 16 and, through a contest, 77kids is sending seven girls and seven boys to the event.

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