US-based department store chain JCPenney is set to open toy shops in all of its department stores, as it aims to diversify its business and explore new merchandise for revenue generation.
The retailer is also increasing its toy range at JCPenney.com to be ready for the Christmas period after doubling its assortment over the last 12 months.
With toys under various categories such as dolls, action figures, racing cars, board games, soft toys and learning sets, the shops offer brands that include Hasbro, Mattel, Playmobil and Fisher Price.
JCPenney executive vice-president and chief merchant John Tighe said: "JCPenney has a nostalgic history of selling sought-after toys in our early Christmas catalogues, 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 JCPenney.com.
"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."
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The retailer is focused on omnichannel advancements and introduced new toy categories such as bicycles, video games, outdoor trampolines, costumes and science kits.
According to JCPenney, the products offered online were organised according to age groups.
It intends to enhance its business scale in the $20bn toy industry through the expansion of both its in-store and online product ranges.
JCPenney is an apparel and home furnishings retailer, operating more than 1,000 stores across the US and Puerto Rico.
Image: Toy shop inside JCPenney. Photo: ©2017 JC Penney Corporation.