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Loyal fans of wildly popular musical pop trio the Jonas Brothers can already listen to their three top-selling albums; read their recently released book, “Burning Up,” and even see them in 3-D at the movie theater in “Jonas Brothers: The 3D Concert Experience.” Now, coming this fall, tween girl fans can also dress the lifestyle.
Thanks to Disney Consumer Products, the Jonas Brothers franchise (based on Kevin, 21, Joe, 19, and Nick, 16) will soon include a full sportswear line for tweens, hitting mass retailers such as Wal-Mart, Kmart, Sears and J.C. Penney in time for back-to-school shopping.
“We see this line as high opportunity for back-to-school,” said Pamela Lifford, executive vice president, Global Fashion & Home, Disney Consumer Products. “Also, as an added element, within each of the retailers we are offering up differentiation, so that each store has exclusive product on their floors.”
The apparel collection, called Jonas, will follow the launch of the Disney Channel’s highly anticipated “Jonas” TV show, which is set to begin airing in May. On “Jonas,” the boys play the fictional New Jersey-based Kevin, Joe and Nick Lucas — a trio of teenage brothers who make up the world’s most popular rock band, Jonas (which happens to be the name of the street they live on in the show). On the show, the Lucas brothers do their best to live regular lives, but always seem to find themselves in the middle of some absurd situations. The comedy is set at the Lucas home, and at their private school, Horace Mantis Academy (a play on the well-known Riverdale, N.Y.- based private Horace Mann School).
Another major character on the show is the Lucas’ stylist-in-training, childhood friend Stella Malone, who not only keeps the brothers grounded, but also helps them out on the fashion front.
The Jonas tween apparel collection is inspired by the preppy clothing seen on the show, and nearly all of it is not character driven — there are argyle sweater vests with the Horace Mantis Academy logo on the front; woven tops; T-shirts; polo shirts with ruffle accents on the neck and sleeves; plaid belted shorts; leggings; denim skirts, and jeans. The collection will retail from $9.99 to $24.99. The more than 200 Disney Stores around the country will carry a separate collection of Jonas Brothers T-shirts, which will have graphics of the three brothers on them.
“A Jonas Brothers clothing line is a really great idea,” said Jane Buckingham, president of the Intelligence Group, a market research firm with offices in Los Angeles and New York. “These days it’s all about lifestyle and celebrity — girls especially want to see the stars they love in all different aspects, and I certainly think they will buy into a clothing line from them.”
Buckingham said that in a similar way adults enjoy reading about celebrities in US Weekly or People, kids want to connect with their favorite stars by wearing their jeans.
“Tweens are the right market for them,” she said of the Jonas collection. “Even though they typically go for more of that girl-to-girl connection, I am sure the company will be smart about how they market the brand, and I would think that the line wouldn’t be too masculine.”