Y&R to Back Sears Kids Line

An integrated marketing campaign from Young & Rubicam will back a new line of children’s clothing from Sears, Roebuck & Co. this Spring, the retailer said.

The Hoffman Estates, Ill., company plans a major ad blitz behind a full line of children’s clothes and accessories that ties into the Public Broadcast Service series Between the Lions, a Sears representative said. “This will be a major nationwide campaign for us,” the representative said.

The clothing line, which includes hats, backpacks and swimwear, is designed to help children read and will be available at 860 Sears stores nationwide in time for the spring kickoff Sears’ national book drive.