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Jonas Brothers Launch Tween Clothing Line

by Sandy Maple (Subscribe to Sandy Maple's posts)
Mar 23rd 2009 11:00AM

1Comments

Filed under: Celeb Kids, Fashion, Tween Culture, Teen Culture, Gear Guides: Tweens, Gear Guides: Teens, New In Pop Culture

the Jonas BrothersThe Jonas Brothers may have mixed things up a bit by establishing themselves as pop music stars before starring in their own tween-friendly sitcom, but no matter. From here on out they are following the standard Disney formula for separating parents of tweens from their hard earned cash. In addition to making music and starring in the aforementioned sitcom, the brothers three recently released a 3D concert movie, published a book and have had their pretty faces plastered on everything from lunch boxes to pillows. You can probably guess what's next: A Jonas Brothers clothing line.

While the fact that the Jonas Brothers would get into the clothing business isn't all that surprising, there is something that sets this venture apart from, say, Hannah Montana's clothing line. The Jonas Brothers are selling clothes they wouldn't be caught dead wearing. This isn't because the clothes are ugly, but because they are for girls.

The Jonas Brothers are pretty spiffy dressers and could have targeted boys with a line of clothes imitating their own personal style. But boys tend to not buy things just because the name of a cute guy or three is on the label. Girls, on the other hand, eat that stuff up.

Of course, the Jonas Brothers didn't actually have a hand in creating these girl's clothes. That was left to the designers from Disney Consumer Products, who drew their inspiration from the upcoming Disney Channel sitcom, JONAS. The show, which debuts in May, has the boys attending a private school called Horace Mantis Academy where students dress in preppy plaids and argyle sweaters. The clothing line incorporates that look (school logo and all) and adds woven tops, t-shirts, ruffled polos, leggings and denim skirts and jeans.

But will girls go for it? Jane Buckingham, of the marketing research company Intelligence Group thinks so. "Tweens are the right market for them," she says. "Even though they typically go for more of that girl-to-girl connection, I am sure the company will be smart about how they market the brand, and I would think that the line wouldn't be too masculine."

She's probably right. An informal survey of my eight-year-old and her friends would seem to indicate that the clothes will be a hit. But fashion-conscious tweens will have to wait a little before they can actually get their hands on these new duds. The line is scheduled to become available at retailers such as Wal-Mart, KMart, Sears and J.C. Penney sometime after May.

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