Move over, Olsen twins and Hilary Duff — Miley Cyrus wants a piece of the tween product scene.
Cyrus, star of the Disney Channel hit series, "Hannah Montana," is launching apparel, accessories, home decor, stationery, games, electronics, personal care and more, Disney Consumer Products said Thursday. Bowing first will be a clothing line and a handbag and accessories collection, which will be introduced at Macy's nationwide later this month.
"Hannah Montana" follows the adventures of a girl who leads a double life. By day, she's Miley Stewart, girl next door. At night, she dons a platinum wig to become the pop sensation Hannah Montana. Cyrus' father, country singer Billy Ray Cyrus, plays her father on the show, which is the top-rated series on basic cable among kids ages six to 11 years old.
The fashion will take its cue from the series. As befitting a pop princess, there will be skinny jeans in enzyme washes, Ts embellished with foil printing, tunics, double-layered tops, shrunken blazers and shrugs. Accessories include charm bracelets with colored beads, gold-toned stars, guitars and hearts that say Pop Star, and handbags in the shape of guitars, or with guitar-shaped charms. There are also dog tag necklaces with Cyrus' image and others that read Star. Prices for products in the line range from $20 to $39.
Lisa Avent, vice president of TV licensing for Disney Consumer Products, said the company envisions Hannah Montana evolving into a full lifestyle brand.
There's already an ambitious launch schedule. Stationery, posters, greeting cards, gift wrap and party goods will be sold at chains such as Wal-Mart and Party City starting later this month. Cosmetics, accessories and fragrance will launch at Club Libby Lu in the spring. Meanwhile, apparel, accessories and home decor will be carried by Dillard's, Carson Pirie Scott and Parisian in late spring.
It's no surprise Disney has big plans for Hannah Montana. Tweens have emerged as a powerful consumer group. An umbrella organization for youth marketing groups, called 360 Youth, said tweens spend $51 billion on their own, from monetary gifts and allowances. They also have considerable influence over the additional $170 billion that is spent directly on them annually by their relatives.
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