A special event to kick off the launch of the Olsenboye line for JCPenney by Mary Kate and Ashley Olsen. A treat truck was branded inside and out to act as a pop-up shop on wheels parking in various locations throughout New York City. The truck and team was featured on Good Morning America as a part of the launch event followed by an invitation only editor event. Retail displays were designed to be easily assembled and set up on any location as well as quickly packed to move on to the next. Graphics included invitations, the full truck wrap, step and repeat, and retail “menu” among other items.