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Tween retailer launching entertainment division

BY Marianne Wilson

Justice is extending its brand in a new direction.

The tween girls apparel retailer announced the launch of a new division, Justice Studios, that will create original “empowering” content for young girls, including graphic novels, video series, music, documentaries and more.

“We continue to look for unique ways to engage our audience outside the store, and we view Justice Studios as the next step in our retail evolution,” said Lece Lohr, president of Justice, which operates more than 860 stores worldwide and is part of ascena retail group. “Our goal is to create empowering content that supports our Live Justice values, and shows girls that they can truly change the world.”

In launching the new division, Justice is partnering with Elevate Pictures, a Columbus, Ohio-based entertainment and production company that will collaborate with the retailer on the development and production of the content. Several projects are currently in the works, including a graphic novel series, “Ultra Squad,” which will be geared toward a generation of girls who want to make the world a better place through teamwork, positivity and inclusivity. The first novel will launch in Justice stores nationwide and online November 3, 2018. The second project is a documentary, “Finding Clara,” that follows four hard-working young dancers in a production of The Nutcracker.

In addition, Justice and Elevate will collaborate on the second annual “Live Justice” Awards. The show will be expanded into a year-round platform aligned to the brand mission of empowering and honoring remarkable tween girls who are making a difference around the world. The show will also feature live performances and appearances by some of the biggest names in the tween world.

Justice Studios will announce new projects throughout the year.

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