Candie's and Kohl's Join the Circus

Apparel Brand, Retailer Sponsor Britney Spears Tour, Work Pop Star Into Promos

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Britney Spears for Candies
Following in the rhinestone-studded paths of Avril Lavigne and Hayden Panettiere, none other than Britney Spears has signed on to be the new face of Candie's Only at Kohl's.

She's being trumpeted as "the 2009 Candies Girl," and the two brands are sponsors of her Circus Tour, beginning tomorrow, as well as working her into their promotional materials for this year's collection. According to a statement by Dari Marder, chief marketing officer of Iconix Brand Group, owner of Candie's, this is Spears' first clothing endorsement, which seems unbelievable but undeniable nonetheless. Who would have thunk there was "Like a Virgin" territory left in Britney-land?

On certain dates of the tour, Candie's and Kohl's will be setting up a pink carpet and VIP areas for young ladies, and the brand debuted a making-of tour video on the Candie's site last night (preview below). Sadly, there are no cameos from Perez Hilton, who will be appearing in the opening video or Ed Alonzo, the owner of legendary fictional diner The Max from "Saved by the Bell," who will be -- we're not joking -- performing magic tricks during the tour.

That last detail seems like a strangely wholesome touch from the same woman who sparked a minor furor from a parents watchdog group over the song "If You Seek Amy" (If you don't understand why, just repeat it to yourself a few times). In January, many radio programming managers across the country said they wouldn't play it, although it ended up getting plenty of spins and her label ended up releasing a "clean" version.

Off the tour, Kohl's and Candie's will also be integrated into Brit's promo materials, and she'll be wearing the clothes, footwear and accessories in her upcoming video, though, for their sake, we hope it's not going to be for "If U Seek Amy," which she was filming in late February.

Virgin Mobile USA and Canada have title sponsorship of the Circus tour here and up north, and they'll be using the event to debut the Ocean 2 phone, which they'll be giving away to attendees with the encouragement that they document the evening.