Sears launches a shopping web site for 8- to 12-year-olds

Sears Holdings Corp. has launched an interactive shopping site where children aged 8-12, known as “tweens,” can create virtual images of themselves and try on different combinations of clothes. Shoppers can save their creations in a closet for future reference and print it out to take to a store. Sears is offering a 10% discount on purchases made from such printouts.

Sears calls its offering “E-Me” and is partnering with meez.com, a site where consumers can create 3-D images of themselves, and My Virtual Model, which creates technology that allows shoppers to try clothes on virtual models.

"The Sears E-Me is all about making back-to-school shopping easier for Mom and a lot more fun for kids," says Paul Miller, senior vice president of direct commerce for Sears. "The site also shows moms and kids that Sears has great looks for back-to-school, from The Cheetah Girls exclusive line and colorful camo skorts to hot jean looks and hoodies."

Children can submit their E-Me outfits to be rated by other site users. The site does not request personal information from users. Sears expects to add games and other interactive elements.