California retail chain Bebe decided to team up with CBS Consumer Products to launch a clothing collection based on the CW series 90210.
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.
Bebe founder and CEO Manny Mashouf says: "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."
Mashouf goes on to say: "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 bebe for 90210 line will consist of four collections annually including dresses, tops, bottoms and accessories. No specific date has been announced as to when the new clothing will be available in stores.