THE BAY, MADONNA AND ICONIX BRAND GROUP'S MG ICON ANNOUNCE MATERIAL GIRL BRAND WILL BE EXCLUSIVELY AVAILABLE AT THE BAY IN CANADA

Brand Unveils New Marketing Campaign Featuring Kelly Osbourne

TORONTO, Feb. 23 /CNW/ - The Bay is excited to announce that MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc. (NASDAQ: ICON) unveiled today its spring 2011 marketing campaign for its Material Girl brand featuring actress, television host and musician, Kelly Osbourne. The Material Girl Campaign will be a multi-media approach that will roll out this spring. The brand is exclusively available at The Bay's 91 stores in Canada.

Madonna commented, "Kelly represents a true Material Girl. She is edgy, cool and has a unique sense of style that Lola and I love."

"It's such an honour to be a part of this campaign and it was an amazing experience to work with Madonna and Lola. Material Girl is incredible because it's high fashion but it's also accessible to anyone who shops at Macy's," stated Kelly Osbourne. Commenting on her style, Osbourne added, "I take so much of my style from Madonna in the 80s and I really admire how Lola dresses and that she stays true to herself."

The campaign creative harks back to Madonna's roots in the East Village of New York City and was shot at the iconic venues Lit Lounge and Mars Bar.  Osbourne poses against graffiti-covered walls, standing on the bar and on the streets of the East Village.  Additional campaign images were photographed at Bathhouse Studios in New York.  The set was inspired by the East Village of the 1980s with chain link fences and iconic images.  The campaign was photographed by fashion photographer Brooke Nipar.  The creative was conceived by the Iconix in-house marketing team.

Dari Marder, chief marketing officer, Iconix Brand Group, stated, "Kelly Osbourne plus Madonna plus Lola equals an incredible new marketing campaign for Material Girl. We are excited to be able to follow up on the successful launch of Material Girl with a fresh new campaign that is a true nod to Madonna's East Village roots, and Kelly fills the role perfectly."   

"Just like Madonna, Kelly Osbourne is an inspiration to young females. She is spontaneous and fearless with an impeccable sense of style," says Bonnie Brooks Chief Adventurer of the Bay. "The Bay is committed to introducing new and exclusive brands which is why we are delighted to share this new fashion savvy collection and campaign with Canada."

To stay up to date with the latest news from Material Girl follow @MaterialGirlCol on Twitter and become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.

About The Bay
Hudson's Bay Company was incorporated in 1670 by a British royal charter under King Charles II.  With an unrivalled 341-year history in Canada, Hudson's Bay Company is renowned for its historical role in the development of the nation.  Today, The Bay is Canada's leading department store and has established a reputation for quality, service, and more than ever, for style.  A world-class department store, The Bay offers well edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands.  The stores are continually evolving to provide customers with new and exclusive merchandise, as well as customized services to set The Bay apart from any other retailer in Canada.  The Bay operates 92 stores in 8 provinces across Canada as well as www.thebay.com, the company's online store.  

About Iconix Brand Group, Inc: Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including CANDIE'S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R), MOSSIMO (R) OCEAN PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R) and WAVERLY (R). In addition, Iconix owns an interest in the ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), ZOO YORK (R), MATERIAL GIRL(TM) and PEANUTS (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments Iconix manages its brands to drive greater consumer awareness and equity.

About Madonna: Madonna, a multi-Grammy winning artist, cultural icon, Rock and Roll Hall of Fame inductee, director, producer, documentarian, children's book author, video visionary and humanitarian has sold over 200 million albums in the course of her unparalleled career in the entertainment business. Her recent "Sticky and Sweet" Tour was the most successful concert tour by a solo artist in history.

SOURCE Hudson's Bay Company

For further information:

Media Contact:

The Bay
Nicole Plener
nicole.plener@hbc.com
416.861.4432

Iconix
Maria Dolgetta
mdolgetta@iconixnbrand.com
212.819.2084

Madonna
Liz Rosenberg
Liz Rosenberg Media
212.991.4290

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