With the 10th Anniversary of Hallmark Channel’s “Countdown to Christmas” in full swing, the network has a strategic new partnership with JCPenney featuring custom on-air content, digital and live activations, exclusive in-store retail displays, and more. The collaboration centers around the new Hallmark Channel original holiday movie, “Christmas at Dollywood,” which will make its world debut on Sunday December 8 at 9 p.m. ET, 8 p.m. CT.

We at HOMBRE attended the “Christmas at Dollywood” premiere in New York City alongside stars Danica McKellar and Niall Matter, and fellow cast members Eric Mabius, Ashley Williams, Neal Dodson, Neal Bledsoe, Mark Deklin, and Josh Saviano.  Select media, influencers and JCPenney Rewards members were among the 200 guests enjoying a festive evening, with tasty bites and sips, JCPenney gifting and fashion inspirations, meet and greets with Danica, a full red carpet, pictures with Santa, music by live carolers, and more.

“JCPenney is a 117-year-young American retail icon that is perfectly aligned with Hallmark Channel’s sensibility and family values, making them an ideal partner, especially during this important anniversary year for ‘Countdown to Christmas,’” said Ed Georger, EVP Ad Sales & Digital Media, Crown Media Family Networks. “This collaboration is win-win – it’s an innovative way for us to bring unique value to JCPenney with our top-rated holiday event, while they are able to increase exposure of our channel and content in-store and with creative custom vignettes featuring one of Hallmark Channel’s most beloved stars.”

Danica McKellar

The movie’s star, Danica McKellar will host a series of six custom vignettes to air during the commercial breaks of the highly-anticipated original premiere. The 30-second spots, produced by Crown Media Productions, will showcase some of her JCPenney holiday items that help her family make the most of their holiday, followed by a 15-second ad. The vignettes will also be featured on Hallmark Channel and JCPenney digital platforms,  social channels and the Hallmark Movie Checklist App. JCPenney will also be highlighting “Countdown to Christmas” with Hallmark Channel signage in JCPenney stores nationwide.

“JCPenney is focused on bringing families together to remember the little things this holiday season, and Hallmark is the perfect partner to help us bring that to life as it celebrates the 10th anniversary of ‘Countdown to Christmas,’” said Shawn Gensch, JCPenney chief customer officer. “Through our first-of-its-kind vignettes, ‘Christmas at Dollywood’ star Danica McKellar will showcase JCPenney product in a totally new way, sharing some of her favorite holiday stories and reminding viewers that small things can make big memories.”

HOMBRE Magazine’s Francisco Romeo

Niall Matter

Danica McKellar