Fox Consumer Products launched an exclusive multi-category apparel program at Walmart yesterday for the Alvin and the Chipmunks: Chipwrecked property to coincide with the film’s release on DVD and Blu-ray. FCP’s program features a spring collection of boy’s and girl’s clothing and is done in partnership with Bagdasarian Productions and Twentieth Century Fox Home Entertainment.

The launch, which found its way into 3,000 Walmart stores, included cross merchandise displays, the apparel lines and select locations received an interactive wave display. The campaign also has a designated boutique web page on Walmart.com and on its Facebook page.

FCP’s Alvin and the Chipmunks line consists of apparel from licensees including Bioworld (boy’s t-shirts), Awake (girl’s t-shirts), SG Intimates (boy’s and girl’s pajamas), Isaac Morris (boy’s swimwear and girl’s t-shirts), H.I.S. International (girl’s sportswear and swimwear) and Berkshire Fashions (boy’s hosiery and headwear).

“An exclusive apparel line at Walmart is a true testament to the popularity and success of the blockbuster franchise,” says Jeffrey Godsick, president, FCP. “This all-new spring line is reflective of the franchise’s continued momentum. Consumers can now find Alvin and the Chipmunks product on shelves year-round.”