Retailer enters new category with permanent toy department next to its Disney section.
The in-store toy shops will be located adjacent to the retailer’s Disney Collection in each store’s children’s department. The shops feature toys for kids of all ages including dolls, action figures, racing cars, arts and crafts, board games, plush and learning sets from leading brands such as Hasbro, Mattel, Playmobil and Fisher-Price.
To further reinforce its commitment to the category, J.C. Penney has also doubled its online assortment of toys over the last year with plans to expand even more by the holiday season.
"J.C. Penney 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
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