A collection designed by fashion favorites Mary Kate and Ashley Olsen is to be sold under the name Olsenboye at JCPenny. The line will hit 50 select JCPenney stores for a limited time starting on November 6, and will roll-out to 600 more stores starting in February.
The marketing campaign for Olsenboye at JCPenny involves a truck giving away cupcakes, balloons, and pins in New York. You can even buy select merchandise directly from the truck. Apparently, the Olsens, known for their love of fashion, approached JCPenney about doing the line that will retail between $20-$50.
With their high fashion lines The Row, diffusion brand Elizabeth and James and now Olsenboye at JCPenny, the pint-sized media moguls are reaching across all avenues to brand themselves as go-to designers for female fashion.