J.C. Penney expanding Disney shops to additional 116 stores

Plano, Texas -- J.C. Penney Co. said it plans to expand its in-store Disney shop concept, currently featured in 565 stores, to an additional 116 stores this year. The retailer also announced a collaboration with the upcoming Disney live-action "Cinderella" movie, including the sale of apparel, dolls and a "deluxe" ball gown with "make-believe 'glass'" slippers based on the costume in the movie.



“Appealing to children, parents and grandparents alike, as well as a diverse range of nostalgic collectors who have a strong affinity for Disney, the Disney shop inside J.C. Penney has become one of our most popular brands,” said Lesa Nelson, senior VP of children’s at J.C. Penney. “We are constantly looking for ways to collaborate with Disney – a highly revered, family-friendly brand – and couldn’t be more thrilled to be part of promoting the release of ‘Cinderella.’”



Penney will premiere a 30-second “Cinderella”-inspired broadcast spot during its sponsorship of the 87th Academy Awards on Feb. 22. Showcasing a fashion assortment from Penney, including a “Cinderella” costume from the Disney shop, the spot will show how everyday occasions can become a fairy tale moment.