US department store operator Kohl's Corporation has launched a new private children's playwear brand called Jumping Beans.

It will include apparel and home products, with Jumping Beans apparel available straight away and home slated for May 2008. Apparel is sized for boys and girls from newborn to 7 years old, the company said.

The launch is supported by marketing efforts including in-store graphics, online, direct mail advertising and direct outreach.

"We are excited to build upon our exclusive and private brand strategy with the introduction of Jumping Beans, our largest launch in the children's category," said Kevin Mansell, president of Kohl's.