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Sears Opens More In-Store Toy Shops

Sears is opening 79 additional Toy Shops within its stores, including in new markets Minneapolis, Philadelphia, San Diego and Washington, D.C. The expansion is based on a successful pilot launch last year.The year-round in-store Sears' Toy Shops will carr

Sears is opening 79 additional Toy Shops within its stores, including in new markets Minneapolis, Philadelphia, San Diego and Washington, D.C. The expansion is based on a successful pilot launch last year.

The year-round in-store Sears' Toy Shops will carry offerings from Fisher-Price, LeapFrog, Hasbro, Bakugan and VTech, as well as specialty items from Schyling, Thomas Wooden Railway, Gund Plush, My First Annabelle and Madame Alexandra. Exclusive lines from Sears will include My First Craftsman, My First Kenmore and Just Kidz.

"Last year, Sears opened 20 pilot Toy Shops in Chicago, Los Angeles, San Francisco and New York," says Julia Fitzgerald, chief merchandising officer for toys and seasonal at Sears Holdings. "Due to the overwhelming positive response from consumers, we wanted to expand the Toy Shops and offer them in more markets nationwide."

The latest openings will bring the Toy Shop count to 99. The shops measure approximately 1,500 to 1,800 square feet.

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