JC Penney Leaning On 'Cinderella' For Fairy Tale Comeback

(RTTNews) - J.C. Penney Co. Inc. (JCP) has announced a collaboration with Disney to promote the studio's upcoming movie "Cinderella," which the struggling apparel retailer expects will help it revive sales as in a fairy tale.

JC Penney will sell a selection of "Cinderella" products, including apparels, dolls and a "deluxe" ball gown costume with make-believe glass slippers based on the costumer of the lead character.

The retailer will also support the marketing with a Cinderella-themed commercial that will be premiered during the Academy Awards on February 22. The Disney collection merchandise will be available through Disney Shop Inside JC Penney stores.

"The Cinderella story perfectly aligns with our 'fit' promise at JC Penney. It's a story about the power of transformation, and how Cinderella found her inner confidence and self-esteem that enabled her true potential to emerge," said Deb Berman, chief marketing officer for J C Penney.

JC Penney plans to expand the Disney shop inside its stores to an additional 116 stores this year from the available 565 stores now. The company will give free Cinderella tote bags to customer who purchase Disney merchandise worth $25 or more between February 19 and April 15.

JC Penney expects the deal with Disney will help it revive sales and boost falling revenues. The department store chain has been restructuring itself ever since Mike Ullman took over the reins after the forced exit of Ron Johnson, who failed in his attempts to boost sales by pulling out coupons and discounts. The company has been closing down stores to curb expenses.

JCP is currently trading at $7.97, up $0.09 or 1.14%, on the NYSE.