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Kids Update: J.C. Penney, BuyBuy Baby and Kmart Bow Exclusive Apparel, Bedding & Gear

Increasingly retailers are turning to exclusive collections to help increase margins, stave off competitors and protect full-price sales. J.C. Penney, BuyBuy Baby and Kmart are rolling out exclusives that speak to the littlest members of the family.

J.C. Penney launches Frank + Lulu kids bedding

J.C. Penney has been making a big play for all things related to the home lately, but this latest launch might be the company’s most fun initiative yet.

JCP is launching the playful Frank + Lulu private label bedding and décor line for kids. Featuring bright colors and fun prints that are all designed to mix and match, the offering includes sheets, pillows, wall art, lighting, rugs and organizational pieces. The line features donut, flamingo and animal themes as well as bold geometrics and a variety of textures, foils and sparkle.

“By adding Frank + Lulu to our powerful portfolio of exclusive brands, we are filling a void in our assortment that directly targets the young mom who often looks to social media for style tips on designing a modern kids’ room that captures the creative spirit of her little ones,” said Tony Hurst, SVP of Home at JCP.

Frank + Lulu will be sold online and at 200 JCP locations starting in September, where room vignettes will invite shoppers to create whimsical spaces for their kids.

Kmart bows layette by Jaclyn Smith

Long before celebrities were clamoring to lend their images to popularly priced brands, former Charlie’s Angel star Jaclyn Smith pioneered the space with her namesake collection at Kmart. That was 32 years ago. Today, her line is still going strong, selling 700,000 T-shirts alone last year, according CBS News.

Next month, Kmart will launch Spencer by Jaclyn Smith, a layette line named after Smith’s daughter and inspired by granddaughter, Bea. The line comprises a range of cotton and cotton blend sets in sizes newborn to 12 months. Pieces include footies, beanies, bibs, blankets and hooded sweaters. The first delivery, which is available for presale on Kmart’s site, features woodland animals in pinks and blues. Spencer by Jaclyn Smith is designed with gift givers in mind. Each set is packaged for giving with to/from hangtags and the brand’s signature ribbon.

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“The delicate whimsical prints, playful artwork and modern color palette for baby girls and boys celebrates the sweet moments of welcoming a baby to the family that moms, dads—and grandmothers like me—are sure to love,” Smith said.

BuyBuy Baby debuts ED Ellen DeGeneres baby brand

TV personality Ellen DeGeneres has expanded her lifestyle brand ED to include baby apparel, gear and furniture sold exclusively at BuyBuy Baby.

The collection, which debuted this month, features empowering and sweet messages like Made with Love and I Can & I Will. In addition to classics like stripes and dots, ED reflects DeGeneres’ love of pets with a menagerie of animals in its playful patterns.

The assortment includes furniture, diaper bags, mattresses and strollers and features collaborations with top baby brands like Aden + Anais for swaddles, Crown Crafts for bedding, Weeplay for apparel and the Camuto Group for footwear.

The talk show host launched the ED collection in 2015 with apparel derived from her personal style. The brand, which is a joint partnership with Christopher Burch of Burch Creative Capital, has since grown to include footwear, pet products and home furnishings.