Jonas Brothers to Release Tween Girls Clothing Line

Thu, 12 March 2009 23:37:28 ET

Jonas Brothers plan to release their own clothing line for tween girls in cooperation with Disney Consumer Products.

After selling lots of albums and concert tickets, Jonas Brothers will soon release a clothing line for tween girls through Disney Consumer Products. The sportswear line will be sold in time for back-to-school shopping from 9.99 dollars to 24.99 dollars at mass retailers, like Wal-Mart, Kmart, Sears, and J.C. Penney.

"We see this line as high opportunity for back-to-school," Pamela Lifford, executive vice president of global fashion at Disney Consumer Products said. "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."

Inspired by the outfits seen in their upcoming Disney Channel Series "J.O.N.A.S!", the collection includes a sweater vest with the logo of the fictional high school, Horace Mantis Academy. The line will also include woven tops, t-shirts, polo shirts with ruffle accents, plaid belted shorts, leggings, and jeans.

Disney has predicted that the selling of Jonas Brothers' clothing line, Jonas, would be profitable or the same as the merchandise of "Hannah Montana" and "High School Musical" in 2008. "The difference we have with the Jonas Brothers is that we have three young men," Lifford stated. "And when you look at their customer following, we have the whole heartthrob play, which is a great thing for us to work with when we are talking about tween girls."

"The Jonas Brothers are a lifestyle, not just a boy band. Their movie [Jonas Brothers: The 3D Concert Experience] lets you into their world, and the clothing line is just another way to do that. It's a way to get closer to them and their world," she explained to Women's Wear Daily.