TVA's Cool! brand (including a popular magazine) has launched its in-store line of Lou Luv accessories. The collection is sold exclusively at Couche-Tard (in Quebec) since last week, and includes school supplies designed specifically for teens, with prices varying from $3.99 to $12.99.

Lou Luv, created by the Cool! brand team, is the line’s main character. TVA said she was introduced to Cool!’s 132,000 Facebook fans in July, "and the positive response was instantaneous. Lou Luv is avant-garde, girly and trendy—teens just love her."

TVA claims Cool! magazine has 288,000 readers per month, making it "the most widely read youth magazine in Quebec." The publisher also noted more than 41% of girls aged 12 to 17 read Cool! every month.

Cool!’s Lou Luv accessories are part of the "strategic turnaround that TVA Publications implemented in 2011, which had the company go from publisher to multi-brand manager," noted the company.

“Our team knows teens’ interests and tastes better than anyone else, and so it was able to design accessories tailored to them,” explained Véronique Lettre, TVA's Vice-President of Brands and Content, Arts Sector.