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JCPenney Joins Forces With Stardoll.com to Make Virtual Fashion a Reality for Tween Girls

PLANO, Texas Feb. 10, 2011

http://photos.prnewswire.com/prnh/20101229/MM22866LOGO

This new collaboration capitalizes on the strengths of both companies to make a virtual fashion and gaming experience into a reality. Stardoll has built a large and loyal following among fashion-minded teen and tween girls with fun, interactive games that allow users to create and dress their own personalized "MeDoll" avatars.  JCPenney has long been a leader in the digital space, known for introducing innovative approaches to the way our customers shop. In keeping with this, JCPenney recognized the opportunity to leverage the insights from the Stardoll virtual community to introduce a line of Stardoll clothing and accessories for girls, a customer category where JCPenney has significant market share and a track record of brand-building success.

Clark McNaught

$11.99 – $23.99

Mattias Miksche

About JCPenney

the United States Puerto Rico $17.8 billion Long Range Plan www.jcpenney.net

About Stardoll

Stardoll.com Piczo.com PaperDollHeaven.com Europe Stockholm, Sweden Germany

JCPenney Media Contact:

April Dinwoodie Daphne Avila [email protected]

Stardoll Network Media Contact:

Joan Lockwood [email protected]

SOURCE J. C. Penney Company, Inc.

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