PLANO, Texas (Sept. 28, 2023) – Today, JCPenney and Warner Bros. Discovery Global Consumer Products debuted its new, exclusive “Abbott Elementary” collection, featuring apparel designed to elevate everyday fashion with the ultimate role models – teachers – in mind. Emmy® Award-winning “Abbott Elementary,” from Warner Bros. Television, ABC, and 20th Television, not only successfully nails the quirks of being an educator today – even down to how the characters express themselves through fashion – but the importance of teachers to their communities and their role in making every moment count for children in the face of the job’s many challenges.
JCPenney prioritizes offering inclusive apparel and products that customers can see themselves reflected in. With this new collection, JCPenney taps into the fandom of “Abbott Elementary” and the characters’ personalities to introduce pieces that cater to teachers and customers who are craving more choice and individuality in their apparel at a price they can afford.
“We are honored to partner with Warner Bros. Discovery on this new collection inspired by ‘Abbott Elementary,’ a show that reflects our own commitment to making every day and every dollar count for teachers and essential role models who show up for their communities,” said JCPenney Chief Merchandising Officer Michelle Wlazlo. “Too often, teachers and working families have to make a choice between comfort and fashion. We wanted this collection to feature quality, stylish and relevant pieces that could seamlessly be mixed-and-matched at an affordable price, so any teacher can feel empowered to dress their ‘inner Abbott.’”
Everyday Fashion is in Session
“Abbott Elementary” Teacher’s Edition, Volume 1 exclusively at JCPenney features 50 pieces that are stylish, comfortable and mix-and-matchable, nearly all under $100 and more than half under $50. The limited-time line includes colorful, patterned and neutral sweaters, jackets, dresses, knitted tops and woven shirts for both men and women in inclusive sizes and is available now to purchase online and in select stores.
A few pieces in the collection are also inspired by “Abbott Elementary” itself, including a “kindness” tote bag and sweater, similar to a necklace worn by the show’s main character, ‘Janine.’
A recent JCPenney survey found teachers desire breathable, flexible clothing that allows them freedom to move around in the classroom while still looking professional and casual. Made with teachers in mind, this new line features easy care items with versatile silhouettes that work all day in the classroom, during parent-teacher night, and outside of class for everyday styling. Even better, school dress codes were taken into consideration when creating the collection, so teachers have one less thing to worry about.
As part of JCPenney’s reinvigorated ‘Make It Count’ brand proposition and customer strategy, the “Abbott Elementary” collection is the latest strategic effort that reinforces the retailer’s longstanding history of offering products that are inclusive to all its customers – from those in small towns or big cities and of all unique backgrounds, cultures and budgets. Currently, JCPenney offers beauty items with an emphasis on BIPOC-owned brands, like Thirteen Lune, which is Black woman-owned. Additionally, JCPenney’s Hope & Wonder private label, which launched in 2022, helps families celebrate and honor cultural moments including Black History Month, Women’s History Month, AAPI Heritage Month, PRIDE, Juneteenth and Hispanic Heritage Month.
Featuring Your Favorite Teachers
JCPenney is also celebrating role models who are helping build up their own communities by casting seven real-life educators highly respected within the teaching community in its new ad campaign, which includes a new TV spot, print, digital, display and social assets.
Customers might recognize featured educators including Barry White, a teacher turned principal from Charlotte, N.C. whose student handshakes went viral, Mrs. Bo, a TikTok personality and mathematics teacher from Idaho and fourth-grade teacher and TikTok educating phenomenon, Mr. Talcott from Redmond, Washington.
With the backdrop of a school classroom, the fun and upbeat ad spots will feature the educators wearing their favorite looks from the line and remind customers how every day is an opportunity to lift our communities and “Make It Count.”
To further honor teachers and support schools, JCPenney Communities Foundation recently announced a three-year, $300,000 investment in The Walking Classroom, an award-winning program of Alliance for a Healthier Generation that gives students an innovative way to learn while strengthening health and wellness.
JCPenney’s “Abbott Elementary” Teacher’s Edition, Volume 1 is available now to purchase online and in select stores nationwide. Teachers can receive an additional 10% off when they show their teacher ID, in-stores only, until Oct. 8.
Catch up on seasons one and two of “Abbott Elementary” streaming on Hulu and Max.
JCPenney is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.
In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.
ABOUT WARNER BROS. DISCOVERY GLOBAL CONSUMER PRODUCTS
Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery Global Brands, Franchises, and Experiences, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.
ABOUT ABBOTT ELEMENTARY
In this workplace comedy, a group of dedicated, passionate teachers — and a slightly tone-deaf principal — are brought together in a Philadelphia public school where, despite the odds stacked against them, they are determined to help their students succeed in life. Though these incredible educators may be outnumbered and underfunded, they love what they do — even if they don’t love the school district’s less-than-stellar attitude toward educating children. “Abbott Elementary” is produced by Delicious Non-Sequitur Productions and Fifth Chance in association with Warner Bros. Television and 20th Television, a part of Disney Television Studios.
Abbott Elementary stars Quinta Brunson, Tyler James Williams, Janelle James, Lisa Ann Walter, Chris Perfetti, William Stanford Davis, and Sheryl Lee Ralph.
Warner Bros. Discovery Global Consumer Products