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JCPenney Creates a New World for Kids with Exclusive Brands and Designer Attractions

giggleBABY(TM), Wendy Bellissimo(TM), baker by Ted Baker,

Sally M(TM) by Sally Miller and Flowers by Zoe by Kourageous Kids Join Roster of Top Children's Brands at JCPenney


PLANO, TX (Oct. 3, 2013) - JCPenney [NYSE: JCP] has invigorated its kids and baby department with the launch of exclusive new brands and designer attractions. In addition to the recently announced Disney Shop inside JCPenney, the Company today is introducing giggleBABY, Wendy Bellissimo, baker by Ted Baker, Sally M by Sally Miller and Flowers by Zoe by Kourageous Kids in select stores and on From stylish clothes to bath time fun to baby gear and accessories, these new collections will have everything kids need and moms want this fall.

"Customers shopping our children's department today will discover a whole new world for kids that includes a wider selection of baby products and gifts, as well as a great assortment of stylish kids apparel from some of the world's most respected brands and designers," said Betsy Schumacher, senior vice president and general merchandise manager for children's at JCPenney. "The addition of these partners means that we're not only elevating our quality and value proposition, we're further positioning JCPenney as the best place to shop for kids."


Featuring iconic prints, geometric patterns and bright colors, giggleBABY's mix-and-match sensibility and great value makes it a simple choice for gift-givers and new parents alike. As an extension of the popular giggle® specialty stores in metropolitan cities such as New York, Los Angeles, San Francisco, Washington, D.C. and Chicago, giggleBABY is a trusted, go-to resource known for its thoughtfully designed and carefully selected products. Through its exclusive partnership with JCPenney, giggleBABY is now able to expand its footprint across the U.S., introducing more parents to a curated collection of innovative and stylish baby products, including apparel up to 24 months, toys, bedding, furniture and accessories perfect for play, bath or bed time. Presented in a dedicated shopping environment, giggleBABY enables JCPenney to expand its in-store product offering to include categories such as strollers and baby gear that were only available at

"We are thrilled to bring giggle-designed products to a new and broader customer group through JCPenney stores throughout the country," said Ali Wing, giggle founder and chief executive officer. "While we pride ourselves on our ability to be inspirational to new parents, consistent with our giggle mission since our inception, we have always been dedicated to accessibility. giggleBABY in partnership with JCPenney is all about iconic, bright, contemporary design at a great value for parents - and gift givers - everywhere."

Wendy Bellissimo

Classic and timeless, Wendy Bellissimo's signature style applies beautiful design and practicality to essential products for newborns to 24 months. As an accomplished family lifestyle designer and working mother of four, Wendy Bellissimo has become one of the premiere specialty designers in the baby business and is a sought-after creator of custom nurseries for celebrity moms. Her unique collection, new to JCPenney, boasts elegant, chic designs with boutique-style quality, offering bedding, bath, special occasion apparel, footwear, gifts and accessories at attainable prices.

baker by Ted Baker

The first U.S. children's line from London-based designer Ted Baker, baker by Ted Baker offers a fresh, fun and playful collection of top-quality clothing for boys and girls. Crafted with impeccable detail, the collection combines quality fabrics with distinct colors and quirky prints, providing sophisticated, special occasion looks for children and babies that are anything but ordinary.

Sally M by Sally Miller

A favorite designer of today's child celebrities, Sally Miller's creations can often be seen on the red carpet. With Sally M, an exclusive collection for JCPenney, designer Sally Miller has created a collection of cool, trendy styles that allow girls sizes 6 - 16 to showcase their personality and celebrate their individuality.

Flowers by Zoe by Kourageous Kids

Flowers by Zoe has been a favorite high-end brand popular among young fashionistas everywhere.  Its fun, bright fashions for tween girls have been spotted on reality shows, in magazines and major feature films. Flowers by Zoe by Kourageous Kids offers effortlessly stylish looks from fashion zip leggings to trendy sequined dresses, funky sweaters, skirts and bottoms at a great value.

These exciting new brands and designer collections join JCPenney's existing assortment of sought-after baby and kids brands including Arizona®, Okie Dokie® and Carter's®, which has newly expanded within the Children's department to introduce more gift items and outerwear. The collections are also being launched in conjunction with the new Disney Shops inside JCPenney, which offer exclusively designed toys, collectibles and children's apparel showcasing some of Disney's most beloved characters.

For the complete multimedia news release, including images and b-roll footage, please visit

jcpenney Media Relations
972-431-3400 or

About jcpenney:

J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel and home furnishing retailers, is dedicated to becoming America's preferred retail destination for unmatched style, quality and value. Across 1,100 stores and at, customers will discover an inspiring shopping environment that features the most sought after collection of private, national and exclusive brands and attractions.  For more information, please visit


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