Kmart, WB Hook Up For New Effort

Kmart and The WB have teamed up for a cross-promotion backing the launch of five Kmart fall-apparel collections and The WB’s fall season, the companies said last week. Cast members on WB shows will wear clothing from the collections that has been matched to each program. The brands are Route 66, Joe Boxer, Gear 7, Thalia and Athletech. Kmart will tout The WB in its stores and ads. The media spend is estimated at $25-30 million. Creative is by Kmart shop Grey in New York.