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There's a launch date for the new brand from Ellen DeGeneres. According to Tumblr, Ed by Ellen will be open for business on Tuesday, June 30th. Until then, follow along on Instagram or check out sneak peeks of the merchandise on Tumblr. In addition to cat plates, Ellen's lined up folksy coin purses, homey ceramics pieces styled with pet rabbits, and baseball caps embroidered with zen mantras like "smile" and "happiness."