J.C. Penney, continuing to tap younger markets, has launched a line of licensed JoJo Siwa apparel.
The 14-year-old Nickelodeon star is big on social media, campaigning against bullying and promoting self-confidence. She calls her fans “Siwanatorz.”
The collection is being sold on jcpenney.com and will roll out to 600 stores beginning Friday. It includes tops, dresses, jackets and leggings exclusive to J.C. Penney, in sizes 4 to 12. Sale prices include $15.99 for a sequin pocket T-shirt, $21.99 for leggings and $31.99 for a jean jacket with satin patches. The items are adorned with inspirational messages from Siwa as well as bows, emojis and the color pink. Also sold are JoJo Siwa bedding her oversize bows.
“J.C. Penney introduced JoJo’s trademark hair bows to its girls’ assortment last fall and we were blown away by the response,” said James Starke, Penney’s senior vice president of merchandising. “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. 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.”
“My new styles at J.C. Penney are fun and colorful and I can’t wait to see girls rocking them,” Siwa said.
Siwa is the cohost of Nickelodeon’s “Lip Sync Battle Shorties,” a social media sensation, singer, anti-bullying advocate and New York Times best-selling author.
Earlier this month, J.C. Penney said that to attract a bigger tween audience, it launched Obsess, a private fashion brand with “rotating capsules” inspired by influential young women promoting a positive body image. The first Obsess collection is a collaboration with Olympic Gold medalist gymnast Laurie Hernandez and includes trendy tops, rompers, dresses and jeans for all body types. Obsess is sold on jcpenney.com and will be available in 500 of the retailer’s stores beginning Friday.