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Hasbro Opens Littlest Pet Shop VIPs Boutique in New York
October 19, 2007
Pawtucket, R.I.-based Hasbro Inc. opened a Littlest Pet Shop VIPs Boutique in New York on Oct. 18. Located at 587 Fifth Ave., the pop-up store will be open to the public Oct. 18-21, and Oct. 25-28. The pop-up store will celebrate Hasbro's newly launched Littlest Pet Shop VIPs (virtual interactive pets), a line of plush toy pets that each have a unique code to unlock an online virtual world. The pop-up boutique is a brick-and-mortar reflection of the VIPs virtual world and is designed to celebrate the brand's fan base. Like its online counterpart, the Littlest Pet Shop VIPs Boutique will allow girls to venture through the VIPs world participating in various events and collecting or winning "Kibble" currency, which can be redeemed in the store for special prizes. The look and feel of the pop-up boutique environment will also mimic the online world by surrounding girls with vivid colors and sassy elements. The boutique will also include Internet kiosks where girls can get hands-on play time with the digital plush pets. The Littlest Pet Shop VIPs, along with select licensed goods, will also be available for purchase at the venue.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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