• Women's Wear Daily, Monday, October 26, 2009 10:47 AM

Mary-Kate and Ashley Olsen will kick off a major push for a new exclusive junior collection for JC Penney called Olsenboye today with a truck cruising around New York selling merchandise and giving out cupcakes, balloons and pins, David Moin reports. Empty racks in 50 high-profile Penney's, meanwhile, will be covered in Olsenboye shrouds.

The line will be available online and in those stores on Nov. 6 for a limited time and then will formally launch in Penney outlets in the spring, when there will be TV spots, magazine ads, direct-mail pieces, an interactive digital campaign and a social media presence.

Olsenboye, which is the Olsens' ancestral name, is a casual sportswear and accessories collection that includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. It will retail from $20 to $50. "It's very fun, fashion driven, trendy and wholesome at the same time," says Liz Sweney, Penney's evp and general merchandise manager of women's at the retailers.

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