by Christopher Freeburn | October 3, 2013 11:18 am
Struggling retailer JCPenney (JCP) is hoping that the power of an iconic children’s brand will lure shoppers back to its stores.
The company says that it is partnering with Disney (DIS) to open in-store boutiques that will sell clothing, toys and other items based on characters from popular Disney films. The retailer says that 565 Disney shops will launch in its stores on Oct. 4. An online Disney Shop opened at the retailer’s website last month.
Disney shops will occupy between 800 square-feet and 1,100 square feet, depending on the JCPenney location. Among the merchandise on display will be dolls, figurines, apparel, plush toys and sleepwear. Items will draw inspiration from Disney films, including Monsters University, Tangled and Toy Story.
In a statement, a JCPenney executive said that the Disney Shops will “be a major draw in our kids department, offering customers an entirely new selection of high quality gifts just in time for the holiday season.”
Last month, JCPenney was sued by Bodum Group, an upscale coffee press-maker for failing to launch in-store shops featuring its products.
The retailer, which ousted its CEO earlier this year after failed turnaround plan, is facing lawsuits from shareholders, who claim it deceived them about its real level of liquidity.
Shares of JCPenney fell more than 1% in Thursday morning trading.
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