Joining the band wagon on lower priced goods, the Olsen’s twins are now launching a junior tier with partners, JC Penny. The lower priced brand, Olsenboye.com will be launched and sold exclusively at JC Penny stores.

It’s slated to hit approximately 600 JC Penny stores in February 2010 and they are doing a major push behind the line’s debut, including a teaser video for the preview collection, magazine print ads, Facebook page and Twitter. On top of all this, the Olsenboye truck (dressed in pink) will be driving around New York selling merchandise and giving out cupcakes and balloon.

Now that’s what I call a brand launch!

Sunny Shum, Your Industry Insider