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J.C. Penney teams up with 14-year-old Nickelodeon star

BY Marianne Wilson

J.C. Penney is targeting tween girls with a new collection dedicated to a young girl who has 5.6 million Instagram followers.

The department store retailer has launched an exclusive line of girls’ apparel and bedding inspired by Nickelodeon star and social media sensation JoJo Siwa. The line is currently available on the retailer’s website and will debut in 600 Penney stores beginning March 2.

Penney added the young star’s signature hair bows to its girls’ assortment last fall and said it was “blown away” by the response.

“By creating a comprehensive destination for specially-designed JoJo Siwa apparel and other related merchandise, J.C. Penney has an opportunity to reach an entirely new customer who loves her confident and upbeat personality,” said James Starke, senior VP of merchandising for Penney. “This young generation of shoppers holds an unprecedented influence over family purchasing decisions and by bringing brands to J.C. Penney that appeal to this demographic, we can introduce her, and her family, to our store.”

The new collection is available in sizes four to 14. It consists of tops, dresses, jackets and bedding, and incorporates Siwa’s love of positive messages, bright colors and sequins — and the color pink.

Siwa is the star of Nickelodeon’s Lip Sync Battle Shorties, a singer, anti-bullying advocate and New York Times best-selling author. Her YouTube channel, It’s JoJo Siwa, promotes self-confidence and positivity with 5.6 million subscribers She also has 6.6 million followers on Instagram and 15 million fans on Musical.ly.

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