Shop-in-shops will include new branded products ranging from toys and books to bedding and stationery.

Toys ‘R’ Us has launched a series of feature shops for Moose Toys' collectible brand Shopkins at stores across the U.S.

The front-of-store boutiques will feature a number of new Shopkins products including toys, backpacks, bedding, jewelry, bikes and helmets, books, consumer electronics, stationery, confectionery, apparel and room décor as well as the latest Shopkins DVD movie.

The feature shops will range in size, spanning up to 16-feet long, and are now open at all TRU locations in the U.S.

“Bringing our stores to life is at the forefront of our holiday efforts, and we’re excited to provide Shopkins fans an opportunity to explore the brand up close with these new shops,” says Richard Barry, global chief merchandising officer, TRU. “We want nothing more than to give our customers an experience they’ll never forget, including easy access to the hottest toys.”