J.C. Penney Announces 'Cinderella' Movie Collaboration With Disney

J.C. Penney Co. Inc. announced a collaboration Wednesday with the upcoming Disney "Cinderella" movie, including the sale of apparel, dolls and a "deluxe" ball gown with "make-believe 'glass'" slippers based on the costume in the movie. With the collaboration, J.C. Penney said it would expand its Disney shop, which launched in stores in 2013, to an additional 116 stores this year. The company said it will air a Cinderella-themed commercial during the Academy Awards. "The Cinderella story perfectly aligns with our 'fit' promise at J.C. Penney," said Deb Berman, the company's chief marketing officer. Shares of J.C. Penney were down about 1% in premarket trading Wednesday.

Copyright © 2015 MarketWatch, Inc.