JCPenney partners with teen site for new apparel line
PLANO, Texas -- JCPenney has joined forces with teen and tween online community Stardoll.com for the launch of the first-ever, exclusive Stardoll brand of clothing and accessories. This exciting, new brand will launch in 300 JCPenney stores and on jcp.com for the 2011 back-to-school season.
Stardoll.com is online community for girls that lets them create and dress their own personalized "MeDoll" avatars and use them to interact with other girls.
"Given the enormous popularity of Stardoll, which has over 90 million members around the world, bringing the Stardoll brand to life presents an exceptional opportunity to reinforce JCPenney as the first-choice style destination for tween girls," said Clark McNaught, SVP and general merchandising manager for JCPenney's children's division. "Beyond that, this innovative collaboration will allow us to continually improve this new brand, by observing and reacting to the style trends that resonate with the Stardoll community."
The Stardoll collection at JCPenney will feature apparel and accessories for girls sizes seven to 16 in 300 stores and jcp.com. The collection will retail from $11.99 to $23.99.The first collection features a candy-colored array of tops and bottoms adorned with girly embellishments such as sparkling glitter and 3-D appliques. An additional collection inspired by the young Latina customer will debut for holiday.