"Messages from the Heart" Infant Apparel and Baby Boutique Launches at JCPenney.

Renowned Designer Sandra Magsamen Uses Heartfelt Messages to Make Gift-Giving Easy and Meaningful

PLANO, Texas -- J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of Messages from the Heart, an infant apparel and gift brand by award-winning author and artist Sandra Magsamen, further enhancing the Company's broad assortment of merchandise for babies and children. The complete line of layette, sleepwear, gifts and accessories is now available in stores - displayed in special "baby boutiques" - and online at jcp.com, home to one of the largest baby registry and solution sites in the nation.

"Messages from the Heart brings the creativity and heartfelt touch of Sandra Magsamen to JCPenney, aligning with our 'Every Day Matters' philosophy and strategy of making an emotional connection with our customers," said Ken Hicks, president and chief merchandising officer of JCPenney. "Nothing is more special than the day a family welcomes a newborn home, and we want to be part of those special moments in our customers' lives. With this new line we can help our customers commemorate the arrival of a new baby and celebrate the beginning of many special, every day moments to come."

The themes and designs used in the line are branded with Magsamen's recognizable script and hand-drawn motifs most widely seen on her creative plaques with beaded handles sold in upscale boutiques across the country. Magsamen's line for JCPenney includes playful, imaginative infant clothing and accessories with messages such as "made with love" and "with tiny little hands babies touch our hearts forever." Parents and relatives can share their affection when decorating a nursery, with pastel canvas photo albums, piggy banks, framed art, plush blankets and a wide variety of ceramic message plaques.

"People truly want to share what they feel, yet we've all experienced moments when the words are hard to come by," says designer Sandra Magsamen. "My Messages from the Heart collection is a reflection of the words we seek to best express our encouragement, hope, laughter and gratitude to those we love. My vision is to celebrate people and the moments that matter most."

In fall 2008, Magsamen's Messages of the Heart collection at JCPenney will expand to include infant bedding, room decor, diaper bags, bibs, infant plush toys, and bath and playwear apparel. These items will also be available in stores as well as online at jcp.com.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,067 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's 155,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

About Sandra Magsamen

Sandra Magsamen is the creative force behind the Messages from the Heart lifestyle brand. Her mission is to create art and ideas that inspire, teach, encourage and motivate women to share what is in their hearts. Through unique, creative and meaningful products, Magsamen shows how to live with heart and make every day matter.