• Women's Wear Daily, Friday, March 13, 2009 11 AM

As grim as the outlook for the teen concept-store concept may be, the Jonas Brothers - Kevin, Joe and Nick -- are looking to make a hit with a fashion brand for tween girls, Julee Kaplan reports. The apparel collection, called Jonas, will follow the launch of the Disney Channel's highly anticipated "Jonas" TV show in May.

The Jonas Brothers franchise will include a full sportswear line for tweens at mass retailers such as Wal-Mart, Kmart, Sears and JC Penney. Each store will have exclusive products on their floors, according to Pamela Lifford, evp, global fashion & home at Disney Consumer Products.

"A Jonas Brothers clothing line is a really great idea," says Jane Buckingham, president of the Intelligence Group, a market research firm. "These days it's all about lifestyle and celebrity -- girls especially want to see the stars they love in all different aspects... . The Jonas Brothers are a lifestyle, not just a boy band."

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