Genuine Kids Clothing & Accessories at Discount Prices

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The Genuine Kids clothing line is made by the major manufacturer OshKosh and sold exclusively at Target. Originally founded in Oshkosh, Wisconsin, in 1895, OshKosh B'gosh started out by making denim bib overalls for farmers. It soon adapted its designs for children and found a niche market. In 1960, kids' overalls were featured in a national mail-order catalog, and that exposure launched the brand to national prominence. After more than a century of independence, OshKosh was bought by the kids' clothing giant Carter's in 2005.

The company that would eventually become the Target Corporation was founded in 1902 by George Draper Dayton. After several years of operating the six-story Dayton Company in Minnesota, the family corporation opened the first Target discount store in 1962. The brand quickly grew--in part through acquisitions of several smaller companies--and it spread throughout the United States and Canada. Today, there are about 2,000 Target stores in North America, and the company is the country's second-largest discount retailer. In addition to selling major national brands, Target also manufactures a number of house brands. Another sales tactic, however, is to partner with a major manufacturer to create an exclusive line that will only be available at Target. Genuine Kids is a prime example of this type of brand.

Babies & Kids Merchandise


Genuine Kids serves a wide range of ages, but its primary demographic is infants and toddlers. Clothes for newborns (0-12mo) include bodysuits, dresses, overalls, rompers, and jeans. Moving up into the infant category (12-24mo), Genuine Kids makes long-sleeved shirts, henleys, zip-up hoodies, vests, jeans, and corduroys for boys, as well as A-line dresses, cardigans, denim jackets, leggings, and blouses for girls. The entire Genuine Kids collection veers more toward stylish, fashionable designs than most children's clothes tend to. If you didn't take the size into consideration, you might think you were looking at clothes for teens or young adults.

Most of the toddler styles are similar to those for infants, only they run in larger sizes (2T-5T). Additions include skirts, rompers, and vests for girls as well as a wider selection of button-down shirts for boys. Genuine Kids also offers stylish shoes such as ballet flats and sneakers for both toddlers and infants.

Mom rating

Looking at the Genuine Kids collection from OshKosh, it's immediately obvious that this line of children's clothes is very different from other brands you might be used to--especially at a major retailer like Target. The designs take on an almost European look, and they sacrifice fun and whimsy in the name of fashion. That being said, these clothes are very soft and extremely comfortable, so kids will love wearing them. Little ones with older siblings, especially, will love be glad to dress similarly to their idols while still wearing clothes that fit well. As with the Liz Lange Maternity collection, Target has partnered with a major designer to create Genuine Kids, and the risk has certainly created a line of clothes that is unique and very high quality. Since Target continues to be a discount retailer, however, most of these garments are still quite affordable as well. We give Genuine Kids 4 stars out of 5.

Genuine Kids logo
  • Established 1895 (OshKosh B'gosh)
  • Fashionable kids' clothes
Sold at:
Target stores and online
Types of items:
Overalls, bodysuits, rompers, dresses, skirts, long-sleeved shirts, jeans, corduroys, cardigans, outerwear, jean jackets, tanks, henleys, sneakers, ballet flats, hoodies, button-down shirts
Related brands:
Cherokee, Circo, Merona, Xhilaration, OshKosh B'Gosh, Carter's, Mossimo Supply Co., Liz Lange Maternity
Our rating:

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