JC Penney has partnered with Disney, launching 565shop-in-shops in its department store.
Each Disney Shop ranges in size from 800 square foot to 1,100 square foot and offers Disney-themed fashion apparel for children aged 2 to 10, as well as general Disney merchandise.
Prices range from 7 dollars for a mini plush toy to 15 dollars for a pyjama set.
"The addition of Disney Shops to JC Penney 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,” said Betsy Schumacher, senior vice-president and general merchandise manager for children at JC Penney.
Also on Friday, JC Penney debuted in its kids department the GiggleBaby, Wendy Bellissimo, Baker by Ted Baker, Sally M by Sally and Flowers by Zoe by Kourageous Kids brands. They will be offered in select stores and on Jcp.com.