Disney Consumer Products (DCP) today announced the first merchandising program inspired by Disney Channel’s hit buddy comedy series Shake It Up. Since January 2011 to date, Shake It Up is TV’s #1 series with Kids 6-11 and Tweens 9-14. The hit show centers on CeCe and Rocky, played by Bella Thorne and Zendaya, whose dreams of becoming professional dancers are realized when they land roles on a popular teen dance show. The new merchandise program for tweens plays up the characters’ dancing lifestyle and energy of the show and features a unique collaboration with Mattel and fashion collections at Target, K-Mart, Sears, Payless, JCPenney, Kohl’s, and Macy’s. The new products will begin arriving in stores this August through the holiday season.
“Due to the series’ contemporary dance focus, we are able to offer legitimate dancewear and fun activewear, which we know is in demand by tween girls, but aren’t necessarily widely available,” said Lisa Avent, vice president and general manager, Franchise Development and Marketing, DCP. “The Shake it Up-inspired designs provide both fashion and functional product for kids and tweens who love the show’s dance routines, zippy antics and also dream big like the characters.”
D-Signed for Target
Just in time for back to school, CeCe and Rocky, the female duo from Shake It Up, are the latest character muses for the popular tween fashion line of apparel and accessories called “D-Signed”. D-Signed is a departure from more general entertainment-inspired tween based clothing as these items do not portray the characters’ likenesses. Instead, the pieces are inspired by the characters’ looks and personalities on the hit series—the items you would find in their closet. In the D-Signed CeCe and Rocky collection, both girls’ styles come shining through in uber-trendy pieces mixing pattern and fabric, creating a fun and fearless look. Ultra-cool, rebel blacks are punched up with electric green, fuchsia and deep purple. Sequins, grommets and studs accent animal prints and dark mottled tie-dye to bring together a perfect, dance-ready look! The mix and match pieces also allow young girls to also express their fashion sense with quality, mom-approved clothing at budget friendly prices. The D-Signed CeCe and Rocky collection releases on August 1st at Target stores nationwide and Target.com only.
Tween VIP Dolls
This holiday season, Disney and Mattel will launch a line of Shake It Up dolls inspired by lead characters CeCe and Rocky as part of its new Disney VIP Doll collection. Taking their lead from the high-spirited hero characters and best friends, girls can recreate or imagine their own dances or stories. The stylized dolls are dressed in the ultra hip, urban-inspired fashions from the show. The VIP doll collection launches this July at Toys “R” Us and Walmart with favorite Disney Channel characters Hannah Montana, Alex Russo of Wizards of Waverly Place, and Sharpay from High School Musical and its spin-off, Sharpay’s Fabulous Adventure. Shake It Up characters will be available starting this October. The VIP dolls will retail for $16.99, with each doll unlocking VIP access to www.disney.com/disneyvip (launching July 15), where girls can enhance their connection to the characters through activities and exclusive content.
Shake It Up products will be debuting at Payless for the first time this fall with five different styles of footwear – ranging from combat boots to chic sneakers and ballet flats. The assortment comes in girl shoe sizes 10.5 to 6 and range in price from $24.99 to $34.99.
Starting July 15, Shake It Up related separates and t-shirts will be available at all Kmart stores and later this holiday season, sleepwear and accessories will be joining the mix as well. Vibrant Shake It Up tees, sleepwear and backpacks will also be available in July at Sears for fans. More sleepwear options can be purchased at select Kohl’s stores this summer and exclusive Shake It Up graphic tees will be sold at JCPenney and Macy’s before school is back in session.
An additional product line with dancewear company Capezio is in development for spring 2012, to provide tween girls with fashionable dance and workout gear that fits their active lifestyles and ties back to the show in subtle ways.