Olsens Aim to Corner the Boy Market

Olsens Aim to Corner the Boy Market
Ahsley (left) and Mary-Kate Olsen
SYLVAIN GABOURY/DMI

updated 09/12/2005 at 08:00 AM EDT

originally published 09/12/2005 08:00AM

Having spent the past decade conquering the girl market, twin moguls Mary-Kate and Ashley Olsen now have their sights set on an entirely new retail target: boys.

"My sister and I started the whole 'tween empire," Ashley, 19, tells the Wall Street Journal. "I definitely see the potential for boys to do that sort of thing."

To that end, the newspaper reports, the Olsens's Dualstar Entertainment Group has signed 13-year-old blond twins Cole and Dylan Sprouse as the combined face for a new line of DVDs, CDs, sporting goods and clothing – as well as videogames and cellular downloads.

The Sprouses' resume includes stints on Friends and roles in the Adam Sandler comedy Big Daddy. Calling them "boy boys in every sense of the term," their manager, Josh Werkman, tells the Journal: "They love to rollerblade, they like to surf, skate and are into videogames. ... They love animals."

No retailer has signed on to the new line, which is aiming to launch in 2006, but the Journal said Wal-Mart is one of the considerations.

And a boys' brand isn't the only new addition to the world of the Olsens. "I honestly feel like my life is just getting started," Ashley tells the financial paper. "I just see myself more as a businessperson taking it to the next level and moving forward."

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