MADISON, Wis. -- Back-to-school shoppers are finding more plus-size clothes departments for kids.

The clothing line is a big success at JC Penney, store officials said.

A doctor told WISC-TV in Madison, Wis., that it's good marketing by national chain stores because more kids are overweight than in years past. And finding fashionable clothes in the right sizes might improve a child's self-esteem. However, it only masks the real issue.

"It lets them look better and feel better about themselves," said Dr. Ellis of University of Wisconsin-Health. "It won't take away their awareness that they're buying plus-size clothes. So it's not going to eliminate from their mind that they're overweight."

Wal-Mart and Target have recently added plus-size clothes for kids to their stores.

JC Penney reports double-digit sales gains in the plus-size market over the past two years.