LOS ANGELES — Disney and Target will launch their new tween collaboration for back-to-school, called D-Signed, with looks inspired by Demi Lovato’s Disney Channel character Sonny Munroe of “Sonny With A Chance.”
Available at all Target stores and Target.com on August 1, D-Signed features embellished graphic tees, skirts, dresses, pants, knit dresses, shorts, fashion tops and jackets, headbands, necklaces and bags price from $4.99 to $19.99 retail.
“The D-Signed line is unique to Target in that it is a collection based around a Disney Channel character and her style,” said Trish Adams, senior vice president, Target. “The trend-forward collection spans both fashion and accessories, offering tweens complete looks at incredible prices.”
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“Our goal with this was to leverage the content from the channel and what we knew about the tween girl in terms of her desire to be inspired by a show but not actually look like the characters,” said Pam Lifford, executive vice president, global fashion and home, Disney Consumer Products. “What makes this program different is it’s fashion forward and much more lifestyle driven.”
Instead of using the characters likeness, the pieces are inspired by their looks and personalities, which is a departure from Disney’s other show-related merchandise.
“This is more about her being able to have a closet of clothes to choose from where she can create her own style from and still be connected to show,” said Lifford. “It’s a mix-and-match concept.”
There will be two collections per season, one main group and a secondary spike to refresh and add newness. Lovato’s character will be pictured on the hang tags, and the in-store displays will consist of a collage of various Disney Channel characters.
Disney chose to launch D-Signed with Lovato’s “Sonny With A Chance” character because of the show’ ratings and popularity with tweens. “It’s a very hot show, but we will be bringing in others, such as “Wizards of Waverly Place.”