[06/07/10 - 10:39 AM]
CBS Consumer Products and Bebe Stores, InC. to Launch a New Clothing Line Based on the CW's '90210'
The new line will launch in conjunction with new episodes of the hit series' third season this fall.

[via press release from CBS]


The New Collection Will Appear in Show Episodes and Debut in Stores This Fall

LAS VEGAS, June 7, 2010 - CBS Consumer Products and top women's contemporary speciality store retailer bebe stores, inc. will introduce a branded clothing line - 'bebe for 90210' - based on CBS Television Studios' 90210 television series for The CW.

The apparel partnership program represents an unprecedented collaboration between producers and wardrobe stylists from the show and bebe's creative design team. The line will be introduced simultaneously on-air for viewers and in-stores for consumers. The new line will launch in conjunction with new episodes of the hit series' third season this fall and include styles worn by various characters in the show along with products inspired by the series.

"Working with the 90210 and bebe creative teams was key in developing a fashion-forward apparel collection featuring styles inspired by and seen on the show," said Liz Kalodner, Executive Vice President and General Manager of CBS Consumer Products. "This collaboration provides seamless integration between the show and retail and will provide fans with the very best quality apparel available for today's hip and contemporary young woman."

"Partnering with 90210 makes perfect sense because there is a natural synergy between our bebe brand and the adventurous energy and sexiness portrayed by the characters in the show," said Manny Mashouf, Founder and CEO of bebe. "With the launch of this integrated marketing and product placement initiative we have created an exclusive 'bebe for 90210' collection that closely aligns with the aspirational spirit of the show."

The apparel program will consist of four collections annually including dresses, tops, bottoms and accessories which will be available in a variety of fabrics and colors targeting the contemporary, stylish and sexy woman. The CW and bebe will support the new line with an integrated marketing campaign along with in-store signage and key positioning within bebe stores. The collection will be available for sale exclusively in select bebe stores nationwide as well as on http://www.bebe.com/.

90210 looks at life through the eyes of a group of friends at West Beverly Hills High School and is an unforgettable journey into the lives, hopes and dreams of those lucky few who call "90210" home. 90210 is produced by CBS Television Studios with executive producer Rebecca Sinclair. 90210 moves to Monday nights at 8 p.m. ET/PT this fall on The CW in the U.S.


About CBS Consumer Products

CBS Consumer Products manages worldwide licensing and merchandising for a diverse slate of television brands and series from CBS, CBS Television Studios and CBS Television Distribution, as well as from the company's extensive library of titles, and CBS Films. Additionally, the group oversees the CBS Retail Store and online sales of programming merchandise.

For more information, visit http://www.cbsconsumerproducts.com/.

About bebe

bebe stores, inc. designs, develops and produces a distinctive line of contemporary women's apparel and accessories, which it markets under the bebe, BEBE SPORT, bbsp, PH8 and 2b bebe brand names. bebe currently operates 305 stores, of which 213 are bebe stores, 33 are 2b bebe stores, 58 are PH8 stores and 1 is a bebe accessories store. These stores are located in the United States, U.S. Virgin Islands, Puerto Rico and Canada.

  [june 2010]  

· 90210 (CW)

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