Exit, 77Kids; Enter: Ruum (pronounced Room). American Eagle sold its children's offshoot (prematurely, if you ask me) to the former CEO of The Children's Place, and several months later, the re-branded collection is now online and in the former 77Kids stores, including Mall of America. (Find it at MOA.) Ruum continues with modern basics, denim, and graphic tees priced somewhere between The Children's Place and GapKids. The vibe is sweeter than 77Kids—more bicycles than snowboards; stripes rather than skeletons. Sizes run from infant to boys and girls 14. Take advantage of an introductory discount: 50 percent off any one item.