When we think of Sears, electrical appliances and plasma screen TVs come to mind. True, we casually flip through the the company's mailer every Sunday. And yes, we can vaguely remember a pair of Arizona Jeans and black leather handbag being featured on a couple of the pages as "on sale."

But we never took that seriously. Just like Paris Hilton's acting career.

So this latest news from the Sears camp has us a bit puzzled:

According to WWD, LL Cool J has teamed up with the store to launch a collection of casual wear for juniors, young men, girls and boys. The pieces will be distributed in 450 of Sears' 900 stores in September and could generate as much as $100 million to $150 million in its first year.

Clearly, we understand the logic behind the move: Everybody and their mother has made a profit off of celebrity diffusion lines, why shouldn't Sears?

But the star they chose has us scratching our heads. If LL couldn't get anyone to buy his last album Todd Smith, what makes them think he can lure a bunch of cool boys and girls to buy his denim jeans. And in Sears of all places.

Just a thought.