Consumer Products

JCPenney intros JoJo Siwa line to promote anti-bullying

In its ongoing bid to attract a younger demographic, the US retailer has enlisted the services of Nickelodeon star and anti-bullying advocate JoJo Siwa.
February 26, 2018

As JCPenney’s body-positive tween girls brand Obsess makes its online debut today, the US retailer has announced a new girls apparel line featuring Nickelodeon star and anti-bullying advocate JoJo Siwa.

Also launching today at before hitting 600 JCPenney stores in the US beginning March 2, the age-appropriate line includes exclusively designed tops, dresses, jackets and leggings featuring inspirational messages, emojis, sequins and Siwa’s signature hair bows.

The line also includes a comforter set, a bow-shaped decorative pillow, a singing JoJo doll and knee-high bow socks.

JCPenney’s retail collaboration follows another JoJo Siwa line recently launched at US Target stores by Iconix-owned dance and activewear brand Danskin (in partnership with Nickelodeon).

Siwa is currently the star of Nickelodeon’s Lip Sync Battle Shorties and continues to increase her stock as a social media sensation promoting self-confidence to 5.6 million YouTube subscribers, 6.6 million Instagram followers and 15 million fans on

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Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at


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