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Kohl's to sponsor Spanish-language TV talent show

January 13, 2012|By Shan Li
  • Kohl's store in Huntington Beach
Kohl's store in Huntington Beach (Christine Cotter / Los Angeles…)

Kohl's Corp is sponsoring a Spanish-language reality television show in an effort to raise the profile of its exclusive collections from Jennifer Lopez and soon-to-be ex-husband Marc Anthony introduced last fall.

The brainchild of "American Idol" creator Simon Fuller, "¡Q’viva! The Chosen" sort of works like a Spanish, nomadic version of the blockbuster reality show that will send judges Lopez, Anthony and choreographer Jamie King to 21 countries on an "epic" journey to find talented entertainers.

As part of the sponsorship, Lopez and Anthony will be sporting pieces from their Kohl's collections on air, along with some cast members, the retailer said. The show debuts on Univision on Jan. 28.

“From a business perspective, we’re interested in organic extensions that allow us to leverage and maximize our investment in the Jennifer Lopez and Marc Anthony lifestyle collections which launched in fall 2011,” said Julie Gardner, Kohl’s executive vice president and chief marketing officer.

The sponsorship is part of a big push Kohl's is making to advertise and expand its exclusive brands, which make up about 51% of its revenue. Earlier this week, the department store chain announced the opening its first-ever California design center in Santa Monica while also expanding its New York design office.

Its stable of exlusive brands include Food Network, Candies and Simply Vera Vera Wang.

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