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JCPenney opens Disney Shops for 'fairytale' experience

October 7, 2013

JCPenney announced recently the launch of the Disney Shop inside 565 store locations.

The retail space offers toys, collectibles and children's apparel designed especially for JCPenney. The Disney Shop launched online at jcp.com on Sept. 6. Each shop ranges in size from 800 to 1,100 square-feet, attempting to create "a magical shopping experience," a release said.

"The idea of creating a Disney Shop inside JCPenney is truly a fairytale come true. Disney is such a fun, imaginative brand with inspiring products that appeal to the young and the young at heart," said Betsy Schumacher, senior vice president and general merchandise manager for children's at JCPenney. "The addition of Disney Shops to JCPenney will be a major draw in our kids department, offering customers an entirely new selection of high quality gifts just in time for the holiday season."

"The Disney Shops at JCPenney is a great example of how Disney Consumer Products is tapping new opportunities to meet the purchase behaviors and patterns of consumers," said Paul Gainer, executive vice president, Disney Retail.

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