TOO’S UPDATED IDENTITY: Too Inc., the specialty retailer catering to girls ages 7 to 14, said on Wednesday that it plans to change its corporate name to Tween Brands Inc. “Too Inc. has always been dedicated to serving the tween girl and now our new name, Tween Brands Inc., more accurately reflects our company’s identity,” Mike Rayden, chairman, president and chief executive officer, said in a press release. The company offers sportswear, accessories and lifestyle items under the brand names Limited Too and Justice. If approved by the New York Stock Exchange, the proposed name change will become effective in the next 30 days. Too was spun off from its former parent, Limited Brands Inc., in August 1999. The name change will not affect the rights of stockholders of Too Inc.

JONES WINS: Jones Apparel Group’s corporate cause initiative, which led to the creation of the nonprofit organization Jones New York In The Classroom, received three Cause Marketing Halo Awards at the fourth annual Cause Marketing Forum conference held in New York from June 12 to 14. Launched in 2005, the initiative helped several nonprofit beneficiaries such as TeachersCount, New Teacher Academy, Fund for Teachers and Adopt-A-Classroom. Jones won gold awards for best social/service/education campaign and best national/local integration and the silver award for best print creative for its cause initiative.

This story first appeared in the June 22, 2006 issue of WWD. Subscribe Today.

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