Here in SE Michigan - for the elementary level - the only big things are smencils and squishys. Squishys are small pencil toppers in the shape of an animal. We sell them for $.50 in the school store and made over $100 on those today. It is insane!
I have noticed at the dance studio uggs and north face are a huge deal. There is a mom who orders them from some secret place for a really great price (uggs for $100 or less). DD, age 5, hasn't gotten into the name brand yet, but it is only a matter of time. She loves clothes and I tend to lean toward name brand, so I know I will give in!