• The Cincinnati Inquirer/AP , Monday, June 23, 2008 10:30 AM

After spending years trying to get shoppers to embrace its softer side, Sears' latest strategy to stem slumping sales is to tap yet another new market: the young, hip and urban. It is teaming up with MTV to produce a back-to-school movie while adding a line of street clothes and accessories designed by hip-hop artist LL Cool J.

"The American Mall," produced by the team responsible for the tween-loved "High School Musical" series, is a massive cross-promotion between MTV and Sears. Scenes for the 87-minute film were shot in a Utah Sears store. Characters wear Sears clothes, which shoppers can purchase. And the actors will appear in Sears advertisements and circulars. Meanwhile, Sears will sell the DVD and soundtrack in stores, while promoting the film and getting commercial time when the movie airs on MTV on Aug. 11.

Earlier, Sears started to carry Skechers, a line of footwear teens favor. Then came the personalized avatar, the virtual identity Sears shoppers could accessorize online. "They need to get younger customers in their stores," says Michael Stone, CEO and president of brand licensing agency The Beanstalk Group.

Read the whole story at The Cincinnati Inquirer/AP »