Mary-Kate and Ashley Olsen are moving for total domination at Wal-Mart.
Having already taken on Kmart’s diva of discount dishware, Martha Stewart, the Olsen twins are expanding into categories Stewart wouldn’t dare dance into.
The newest offering from the mega-twins is sportswear for teenagers and young women, expanding a brand already expected to generate $1 billion in sales this year.
“The introduction of the juniors line allows Mary-Kate and Ashley to provide hip, affordable designer fashions for their teen contemporaries,” said Robert Thorne, CEO and co-founder (with the twins) of the Dualstar Entertainment Group, which manages all of the Olsens’ businesses.
The twins, who turned 16 last month, already have been named the most powerful young women in Hollywood by the Hollywood Reporter and were named the most powerful kid stars in the world by Forbes magazine.
The new collection begins its rollout in Wal-Mart stores later this week, with all products scheduled to be in stores by Aug. 3.
The products range in price from $14.98 to $19.98 and feature items personally selected by Mary-Kate and Ashley, the spokesman said.
Since the line’s debut in January 2001, the twins’ Wal-Mart product line has grown to include sunglasses, purses, umbrellas, book bags, backpacks, jewelry, watches, stationery, calendars, home furnishings and health and beauty products.
Like Stewart, the young women have multiple platforms to promote their products, including their animated series on ABC and a live-action series on ABC Family. Shooting on their second feature film is scheduled for 2003.
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