JCPENNEY DEMONSTRATES THE POWER OF A PENNY TO SUPPORT LOCAL YOUTH

Company Launches “pennies from heaven” to Inspire Donations for AfterschoolCause Marketing Campaign Debuts with Innovative Digital Experience and Backing from Design Partners Mary-Kate Olsen and Ashley OlsenPLANO, Texas (July 20, 2011) — J. C. Penney Company, Inc. (NYSE: JCP) today announced that it is launching an inspiring new philanthropic initiative that invites customers in over 1,100 stores