Nickelodeon has partnered with heritage dance and activewear brand Danskin to launch two exclusive collections for Nick star JoJo Siwa.
The partnership includes JoJo Freestyle by Danskin, a collection of traditional dancewear, gymnastics and athleisure apparel available now exclusively in-store and online at Target, and JoJo by Danskin, launching in Spring 2018 at Kohl’s. Both collaborations mark Danskin’s first-ever foray into co-branded kids’ lines.
“JoJo is a TV star, singer and social media influencer, but her first love is dancing and it’s something she’s still incredibly passionate about today. That’s what makes this collaboration with Danskin so authentic and such a natural fit,” said Jose Castro, senior vice president, Softlines, Nickelodeon.
“Nickelodeon’s partnership with Danskin allows us to venture into yet another new aisle with JoJo, while working with the most iconic name in dance apparel.”
“Danskin has been integrated into the world of dance and fitness apparel for decades, and we are excited to extend the brand’s connection to a younger generation through our first co-branded kids partnership with JoJo Siwa,” said Jamie Cygielman, chief marketing officer, Iconix Brand Group.
“JoJo’s fun, fearless and inspiring attitude and lifestyle rooted in dance seamlessly matches Danskin’s continuing commitment to connect with and encourage young girls to dream big.”
This latest addition to Nick’s JoJo Siwa consumer products program joins a raft of other products including accessories, apparel, arts and crafts, beauty, consumer electronics, home goods, toys and more.