Collabs: Promotions Begin for Olsens' Penney's Line

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The promotional blitz for Olsenboye, Mary-Kate and Ashley Olsen's new juniors line for JC Penney begins in earnest today, so keep your eyes peeled for the first installment. A truck will be cruising around New York today, selling merchandise and giving away cupcakes, balloons and pins. Additionally, empty clothing racks at 50 Penney's locations will be draped with Olsenboye covers. The covers themselves aren't that interesting, but if you see them it means that store will be among those getting the limited-time preview collection when it comes out on November 6 in those 50 stores and online. The line launches for real in February and will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes ranging from $20-50. So keep your eyes peeled, and remember to send us a tip if you see that truck today.
· Olsens to Launch Junior Brand for Penney's [WWD]