In addition to the recently announced Disney Shop inside JCPenney, the Company is introducing giggleBABY, Wendy Bellissimo, baker by Ted Baker, Sally M by Sally Miller and Flowers by Zoe by Kourageous Kids in select stores and on jcp.com.

From stylish clothes to bath time fun to baby gear and accessories, these new collections will have everything kids need and moms want this fall.

"Customers shopping our children's department today will discover a whole new world for kids that includes a wider selection of baby products and gifts, as well as a great assortment of stylish kids apparel from some of the world's most respected brands and designers," said Betsy Schumacher, senior vice president and general merchandise manager for children's at JCPenney.

"The addition of these partners means that we're not only elevating our quality and value proposition, we're further positioning JCPenney as the best place to shop for kids."

giggleBABY

Featuring iconic prints, geometric patterns and bright colors, giggleBABY's mix-and-match sensibility and great value makes it a simple choice for gift-givers and new parents alike.

As an extension of the popular giggle specialty stores in metropolitan cities such as New York, Los Angeles, San Francisco, Washington, D.C. and Chicago, giggleBABY is a trusted, go-to resource known for its thoughtfully designed and carefully selected products.

Through its exclusive partnership with JCPenney, giggleBABY is now able to expand its footprint across the U.S., introducing more parents to a curated collection of innovative and stylish baby products, including apparel up to 24 months, toys, bedding, furniture and accessories perfect for play, bath or bed time.

Presented in a dedicated shopping environment, giggleBABY enables JCPenney to expand its in-store product offering to include categories such as strollers and baby gear that were only available at jcp.com.

"We are thrilled to bring giggle-designed products to a new and broader customer group through JCPenney stores throughout the country," said Ali Wing, giggle founder and chief executive officer.

"While we pride ourselves on our ability to be inspirational to new parents, consistent with our giggle mission since our inception, we have always been dedicated to accessibility. giggleBABY in partnership with JCPenney is all about iconic, bright, contemporary design at a great value for parents - and gift givers - everywhere."

Wendy Bellissimo

Classic and timeless, Wendy Bellissimo's signature style applies beautiful design and practicality to essential products for newborns to 24 months. As an accomplished family lifestyle designer and working mother of four, Wendy Bellissimo has become one of the premiere specialty designers in the baby business and is a sought-after creator of custom nurseries for celebrity moms.

Her unique collection, new to JCPenney, boasts elegant, chic designs with boutique-style quality, offering bedding, bath, special occasion apparel, footwear, gifts and accessories at attainable prices.