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4-Traders Homepage  >  Equities  >  Nyse  >  Kohl's Corporation    KSS

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KOHL S CORP : Candie's Introduces Hayden Panettiere in Its Upcoming Back to School Marketing Campaign

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07/16/2008 | 03:00pm CEST

NEW YORK, July 16 /PRNewswire-FirstCall/ -- Iconix Brand Group, Inc. (Nasdaq: ICON) (the "Company") announced today that Hayden Panettiere will star in the Company's junior brand, Candie's(R), back to school 2008 television, print and online advertising campaign. Hayden, who is known as an award-winning actress, activist and star of NBC's hit television series, "Heroes" can now add recording artist to her resume. Following last year's hugely successful integrated marketing campaign with Grammy-award winning artist Fergie, the new fall Candie's television commercial will be a direct lift from Panettiere's first ever music video "Wake Up Call." This is Panettiere's second season with the brand.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080716/NYW039 )

Panettiere's music video "Wake Up Call" was styled exclusively by Candie's apparel, footwear and accessories, available only at Kohl's Department Stores and Kohls.com.

Hayden Panettiere stated, "The concept of my video is to give a guy who doesn't treat his girlfriend well a wake up call and show him all the different aspects of a woman's personality. Candie's is the perfect fit because their styles are diverse and benefit the video as they show off all of the different sides of my character in the video."

To coincide with the television, a print campaign will feature Panettiere in a variety of sexy and sweet vignettes as she playfully poses with a piano, behind a beaded curtain and in a club-like setting among others. The "Wake Up Call" video and the Candie's commercial were shot in Los Angeles by famed music video director Chris Applebaum and the print campaign was shot by fashion photographer Giuliano Bekor and created by the Iconix in-house marketing team.

Dari Marder, Chief Marketing Officer, Candie's, commented, "We are thrilled to continue our partnership with Hayden and collaborate with her during this exciting time in her career as she debuts "Wake Up Call". Hayden is the ideal Candie's girl, she is what Hollywood calls a triple threat as she currently has a successful television and film career and is now poised to become a powerful recording artist. Once again, we are able to partner our Candie's brand with pop culture to connect to our consumer."

Julie Gardner, executive vice president and chief marketing officer, Kohl's Department Stores said, "We are excited about Hayden's role in the upcoming 2008 Kohl's back to school multimedia campaign which focuses on the dynamic convergence between fashion, music and pop culture. She truly embodies the Candie's brand, available only at Kohl's, and we are confident that she will resonate with our shoppers."

The campaign will be unveiled in September issues of fashion, entertainment and lifestyle magazines and the commercial will debut on MTV later this summer. Kohl's also will incorporate the Candie's campaign into their back to school creative.

Fans can listen to Hayden's first single, "Wake Up Call" exclusively at www.candies.com and www.kohls.com/inspire (streaming only) beginning July 17. The single will be available for download on iTunes beginning August 5. The single is being released by Hollywood Records.

Hayden Panettiere will be continuing her role as the spokesperson for the popular junior brand through the holiday season.

About Iconix Brand Group, Inc.

Iconix Brand Group Inc. (Nasdaq: ICON) owns, licenses and markets a growing portfolio of consumer brands including CANDIE'S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R), MOSSIMO (R) OCEAN PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R) and STARTER (R). The Company licenses it brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and around the world. Iconix, through its in-house advertising, promotion and public relations agency, markets its brands to continually drive greater consumer awareness and equity.

Kohl's Department Stores

Based in Menomonee Falls, Wis., Kohl's (NYSE: KSS) is a family-focused, value-oriented specialty department store offering moderately priced, exclusive and national brand apparel, shoes, accessories, beauty and home products in an exciting shopping environment. Kohl's operates 957 stores in 47 states and will celebrate the opening of its 1,000th store in the fall. A company committed to the communities it serves, Kohl's has raised more than $102 million for children's initiatives nationwide through its Kohl's Cares for Kids(R) philanthropic program. For a list of store locations and information, or for the added convenience of shopping online, visit www.kohls.com.

    Contact:

    Iconix Brand Group, Inc.
    Tara Levy
    Public Relations Manager
    212.819.2066
    [email protected]

    Kohl's
    Jam Stewart
    Public Relations
    262.703.7736
    [email protected]

    Kohl's
    Vicki Shamion
    Vice President Public Relations
    262.703.1464
    [email protected]

SOURCE Iconix Brand Group, Inc.

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