Case Study: MTV Cribs

MTV Cribs, the show that features the homes of stars like Tyrese and Ice-T, made celebrity home décor style available to the masses through a partnership with J.C. Penney. The “Cribs” line encompassed designs ranging from lights and chairs to bedding and rugs inspired by celebrity homes for only a fraction of the price. By promoting the Cribs line as a way to live like a rockstar without having to spend like one, FYI captured the attention of national publications reaching a variety of demographics, from USA Today and the New York Times to People magazine and Entertainment Weekly.