• by Sarah Mahoney  @mahoney_sarah, April 1, 2009

Candie's - a clothing brand sold only at Kohl's -- is launching its new spring campaign with pop star Britney Spears, running a full-size poster in the April 15 edition of Us Weekly.

Iconix Brand Group, Candie's parent company, says it is the first time that the brand has been exclusively in one publication and was done "to heighten the excitement of the much-anticipated launch of the campaign." In the poster, a svelte-looking Spears poses in a pink bathing suit and black patent leather heels, against a wall of pink cotton candy.

The company will follow the very-pink poster with print ads -- with "Britney Spears for Candie's Only at Kohl's" spelled out in diamonds -- that use a collage of photos, with Spears modeling items from the company's apparel, footwear, swimwear, intimates and accessories lines. TV spot with Spears are scheduled for the summer, promoting the back-to-school line.

Kohl's and Candie's announced the exclusive partnership with Spears last month, and both companies are also associate sponsors of her "Circus" tour, which will include such VIP experiences as Candie's pink carpets and lounges in select markets.

In the past, Candie's has used pop stars like Fergie, Hilary Duff and Jenny McCarthy -- famous for perching on a toilet wearing her Candie's.

As mainstream retailers still struggle to connect with younger shoppers, tour sponsorships continue to be an important marketing channel. JCPenney, for example, is sponsoring the "Rascal Flatts American Living Unstoppable Tour" -- promoting American Living, its exclusive line from Polo Ralph Lauren's Global Brand Concepts, which launches in June.

Iconix also owns such brands as Joe Boxer, London Fog, Ocean Pacific and Danskin.