The new merchandise program for tweens plays up the characters' dancing lifestyle and energy of the show and features a unique collaboration with Mattel and fashion collections at Target, K-Mart, Sears, Payless, JCPenney, Kohl's and Macy's.
DCP will launch its D-Signed CeCe and Rocky collection exclusively at Target in August. The tween girls apparel and accessories line was created not with logos or likenesses, but in the style of the characters' looks and personalities.
Disney and Mattel will launch a line of Shake It Up dolls inspired by lead characters CeCe and Rocky as part of its new Disney VIP Doll collection in October. The first VIP dolls hit Toys 'R' Us and Walmart stores in July, with likenesses of Hannah Montana, Alex Russo of "Wizards of Waverly Place" and Sharpay
Shake It Up footwear will be debut at Payless this fall, offering five different styles. Shake It Up apparel and accessories also will debut at Kmart, Sears, JCPenny Kohl's and Macy's, with roll-out beginning July 15.
An additional product line with dancewear company Capezio is in development for next spring.
"Due to the series' contemporary dance focus, we are able to offer legitimate dancewear and fun activewear, which we know is in demand by tween girls, but aren't necessarily widely available," says Lisa Avent, vice president and general manager, franchise development and marketing, DCP. "The Shake it Up-inspired designs provide both fashion and functional product for kids and tweens who love the show's dance routines, zippy antics and also dream big like the characters."
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