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April 6, 2018
J.C. Penney has teamed up with Disney to celebrate the upcoming live-action film Cinderella with a special line of products at its in-store Disney shops and an integrated marketing campaign.
Launched in October 2013, the Disney shop at J.C. Penney stores offers a collection of toys, costumes and children's apparel featuring the studios characters. Now, the shops are offering a selection of exclusive Cinderella merchandise in advance of the film's March 13 premiere. Among the products available are role play dresses and accessories, plush toys, dolls, figurines, a tea set and apparel such as graphic tees, nightshirts and a tulle dress, as well as a deluxe ball gown costume and set of make-believe "glass" slippers.
Additionally, from Feb. 19–April 15, customers who spend $25 or more on any Disney Collection purchase will receive a free Cinderella tote bag.
J.C. Penney also announced plans to expand the Disney in-store shop concept, currently available in 565 stores across the U.S., to an additional 116 stores this year.
"The Cinderella story perfectly aligns with our 'fit' promise at J.C. Penney," says Deb Berman, chief marketing officer, J.C. Penney. "Through our collaborative efforts with Disney around the release of Cinderella, we have an opportunity to generate additional awareness of our Disney shops and exclusive merchandise, as well as reinforce how J.C. Penney fits life's momentous occasions."
The retailer will celebrate the collaboration with a marketing campaign that will include a commercial that will premiere during the Academy Awards Feb. 22.
The Manhattan Mall J.C. Penney will have the ball gown featured in the movie on display and the retailer will host a competition that will give a group of deserving women the chance to have their own fair tale experience. The winning teens will attend a workshop encouraging confidence, enjoy a private dining event with special guests, receive a J.C. Penney shopping spree and makeover and have the opportunity to attend the red carpet premiere of Cinderella.
"Appealing to children, parents and grandparents alike, as well as a diverse range of nostalgic collectors who have a strong affinity for Disney, the Disney shop inside J.C. Penney has become one of our most popular brands, " says Lesa Nelson, senior vice president, children's, J.C. Penney. "We are constantly looking for ways to collaborate with Disney and couldn't be more thrilled to be part of promoting the release of Cinderella."
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