Mary-Kate and Ashley Olsen in JC Penney

The Olsen sisters’ empire keeps growing. The sisters will have a new line for juniors in J.C. Penney Co. Inc. called Olsenboye. JC Penney has an aggressive and interesting marketing campaign to launch the brand.

The marketing kicks off today with an Olsenboye truck cruising around New York selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds. The collection will be available in 600 Penney’s stores in February and it is starting to be promoted online right now.

Olsenboye is a casual sportswear and accessories collection that includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. The line will retail from $20 to $50 and is being designed to be mixed to create different looks.

Beginning Nov. 6, Olsenboye will be available on jcp.com and in 50 stores, including the Manhattan flagship, for a limited time.



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