Kohl's, Candie's Launch Sweet Partnership

Kohl's department store and Iconix Brand Group Inc.'s Candie's brand last month launched their long-term partnership in 670 stores.The partners enlisted teen pop-star Hilary Duff as spokesperson to help introduce the Candie's brand to Kohl's stores. The campaign features a variety of in-store materials and activities, a five-page feature in Kohl's July 28 circular, a TV spot starring Duff, and an area on the Kohl's web site.Kohl's department store and Iconix Brand Group Inc.'s Candie's brand last month launched their long-term partnership in 670 stores.The partners enlisted teen pop-star Hilary Duff as spokesperson to help introduce the Candie's brand to Kohl's stores. The campaign features a variety of in-store materials and activities, a five-page feature in Kohl's July 28 circular, a TV spot starring Duff, and an area on the Kohl's web site.The Candie's products, which include junior's apparel, shoes, handbags and accessories, are featured throughout the store in various departments. Shelf and ceiling signs and other P-O-P materials support.The partners are hosting a multimedia sweeps that will award 10 winners with three-day two-night trips for four to New York City, $500 in spending money, and tickets and backstage passes to Duff's Aug. 30 concert in East Rutherford, NJ. Launched July 19, the sweeps runs through Aug. 5. Entry is via the Kohl's web site.Meanwhile, an in-store, instant-win gam called "I Want Candie's" game encourages shoppers to scratch off game pieces distributed at checkout. One grand-prize winner will score a Candie's pink Volkswagen Beetle, and five first-prize winners will receive a pink Vespa Scooter. The game kicked off July 28 and runs through Aug. 27.Activities began with a national, late-night "shopping party" to celebrate the arrival of the Candie's line. Attendees received prize packs with autographed CDs and posters.Kohl's signed a deal last year to become the exclusive retailer for a line of Candie's brand apparel, intimates, and accessories. In 2007, the chain also becomes sole retailer for all brand products for juniors and teens -- including footwear and handbags currently sold elsewhere. Kohl's hopes the agreement, which remains in place through 2011, will help develop a loyal following of younger female shoppers."We are incredibly excited to launch the Candie's apparel collection," Julie Gardner, Kohl's senior vice president of marketing, said in a statement.In addition to Candie's, Iconix Brand Group, Inc. owns the Bongo and Badgley Mischka brand lines. The company also recently acquired the Joe Boxer brand.Kohl's, Menomonee Falls, WI, operates 670 stores in 40 states.

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