Nickelodeon and Justice, the world’s largest premier tween specialty retailer, today announced an all-new product line inspired by the network’s live-action comedy, Bella and the Bulldogs. As the key marketing launch partner for building brand awareness and as the exclusive licensed retailer through 2015, Justice will be debuting the Bella branded product line in Justice Stores nationwide in July. The direct to retail assortment includes girl power inspired graphic tees, fun photo-real leggings and sparkly sports duffle bags and more.
In addition there will be jewelry from Fantasia, a plush Bulldog from Gund and cosmetics from GBG including custom nail art and a themed lip gloss set bring the stylish elements of the hit TV show to life.
“We’re thrilled to team up with Justice to debut a new line of girls’ products that represent the confidence, energy and humor of Bella and the Bulldogs,” said Dion Vlachos, Senior Vice President of Retail Sales & Marketing. “By partnering with one of the best tween retailers in the world, we’re able to extend the success of the series into this new line of Bella t-shirts, leggings, accessories, jewelry and more.”
“The ability to provide our tween girl with an offering of this nature is something we’re confident she will both enjoy and embrace,” said Lece Lohr, EVP and Chief Merchandising Officer of Justice. “Every day, we provide the hottest fashions and merchandise celebrating the joy of being a tween girl. We are delighted with this partnership and the exclusivity of product provided by Nickelodeon through Bella and the Bulldogs. We now have even more opportunity for tween girls to further define their own sense of style in our stores across the country.”
Year-to-date, Bella and the Bulldogs is the number-one show on Nickelodeon with premieres averaging 1.7 million total viewers. Since its January launch, the show has reached more than total 33 million viewers and has been picked up for a second season. Bella and the Bulldogs is a comedy about Bella Dawson (played by Brec Bassinger), a confident, caring and talented teenager who finds her life takes an unexpected twist from head cheerleader to her middle school’s starting quarterback. Executive produced by Jeff Bushell, the show was created by Nickelodeon Writing program alumni Gabriel Garza and Jonathan Butler, who also serve as co-executive producers.