Pastry Adds New Girls’ Line

Little girls can emulate their junior counterparts this spring with the launch of Pastry Pop Stars, a companion collection to the Pastry line of novelty athletics and casuals from Vida Shoes International in New York.

The company decided to spin off the adult collection, launched in spring ’07, based on the success of a series of girls’ sizes. Pastry Pop Stars puts the accent on sparkle, with everything from athletics to sandals. The line is offered in infant sizes from 4 to 10, in addition to children’s 10 1/2 to 3 and 3 1/2 to 6.

“[This customer] likes to have fun. She’s a dress-up girl sneaking into mom’s closet,” said Pastry designer Louise Bramstedt. “Finally, she gets a line with glitter of her own.”

Also on the agenda, a Website will launch in February, whhere the company will post new webisodes each month featuring Pastry Pop Stars characters, each with her own persona. They include Cashmere, the fashionista, and Melody, the pop rocker. Also readying for a February launch is a TV commercial to be aired on Nickelodeon and the Disney Channel.

The launch also features shoe boxes that double as keepsake boxes, and gift-with-purchase items that include nail art and tattoos.

“The marketing of the brand in conjunction with the product’s design will add exponentially to the consumer experience,” said Jan Harvey, VP of marketing.

For girls who want to get the head-to-toe Pastry treatment, a range of accessories from bags to sunglasses  also willbe introduced. And apparel is slated to be added in time for back-to-school.

Set to hit stores in February, the line retails for $25 to $35, with initial delivery set for specialty athletic stores, department stores and shoe chains.

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