As Jcpen­ney con­tin­ues to ex­plore new mer­chan­dise cat­e­gories and dif­fer­en­ti­ate its busi­ness, the re­tailer is open­ing toy shops in all of its brick-and-mor­tar lo­ca­tions with a sig­nif­i­cantly ex­panded as­sort­ment avail­able at Jcpen­

Strate­gi­cally ad­ja­cent to the Dis­ney Col­lec­tion in­side Jcpen­ney, the shops fea­ture an ex­ten­sive se­lec­tion of toys for kids of all ages in­clud­ing dolls, ac­tion fig­ures, rac­ing cars, arts and crafts, board games, plushes and learn­ing sets from lead­ing brands such as Has­bro, Mat­tel, Play­mo­bil and Fisher Price, to name a few. To fur­ther re­in­force its com­mit­ment to this play­ful cat­e­gory, Jcpen­ney has dou­bled its on­line as­sort­ment of toys over the last year with plans to ex­pand even more by the hol­i­day shop­ping sea­son. “Jcpen­ney has a nos­tal­gic history of sell­ing sought-af­ter toys in our early Christ­mas cat­a­logs, so we brought toys back last hol­i­day sea­son to see if they would res­onate once again. We were ex­tremely pleased by cus­tomer re­sponse and con­fi­dently made the de­ci­sion to grow our toy as­sort­ment in stores and at Jcpen­ We know that shop­pers buy toys year-round and by cre­at­ing a fun, invit­ing toy shop, with some of the big­gest brands and hottest prod­ucts, we will en­tice fam­i­lies to shop and spend more at Jcpen­ney,” said Ex­ec­u­tive

Vice Pres­i­dent and Chief Mer­chant, Jcpen­ney, John Tighe.

“Toys are an ex­cit­ing prod­uct cat­e­gory for Jcpen­ney and an in-store at­trac­tion that will drive traf­fic and sales as we con­tinue to fo­cus on in­creas­ing rev­enue per cus­tomer,” Tighe fur­ther added.

The toy shop in­side Jcpen­ney will help kids dream, imag­ine and ex­plore with some of the most pop­u­lar toys for tod­dlers, preschool­ers and big kids, such as Bar­bie, Shop­kins, Hatchi­mals, NERF, Hotwheels and Star Wars. Lo­cated within the chil­dren’s de­part­ment, many of the shops fea­ture an area that kids can play with se­lect toys that will be avail­able for them to try out and en­joy while in the store.

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