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Well there's a contest, but that's separate from the events being held in stores. The in-store events are release parties for a line of clothing based on Mad Men.
@kinojay33 I said same line because the Mad Men line has long been part of BR, and I said new season because this is their new collection for early 2012. I think we kind of mean the same thing, but the Mad Men BR line is an existing line from a while back.
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