JCPenney launching new toy shops in stores and online

New toy shops are coming to JCPenney shoppers whether they're browsing brick-and-mortar locations or jumping online to shop.

The toy shops will feature big name brands including Mattel and Hasbro, according to a Dallas Business Journal report. The in-store stores will be 500-foot spaces and be near the retailer's in-store Disney departments.

Online the new toy offerings will be meshed into the brand assortments, and the online toy offerings will expand to include video games, costumes and science kits.

It marks a big strategy U-turn as JCPenney once was a favorite toy store focus (remember that Christmas catalog?) for consumers for nearly 40 decades before closing its toy departments in the early 2000s. Last year, it jumped back into the toy business with two big brands. It proved to be a success, so the retailer is expanding the strategy.

"The online space allows us to have a dramatically expanded assortment," James Starke, senior vice president and general merchandise manager of JCPenney's men's and kids' departments, told the Journal. "It will be two to three times the breadth available in stores. It's an endless aisle."

 "Our research said (toys were) something that moms wanted," Starke told the Journal. "From a competitive assessment, our competitors carry toys. And from what we know of people who bought toys, they spend more with us, are more ethnically diverse and visit us more frequently."

Topics: Department Stores, eCommerce, Marketing, Merchandising, Omnichannel / Multichannel, Online Retailing, Retail - General, Shopper Marketing

Companies: J.C. Penney

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