Sears to Launch Toy Shops in 85 Stores

Sears will launch toy shops in select U.S markets next month

By Sandra Torres
|  Monday, Sep 27, 2010  |  Updated 8:45 AM CDT
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Made in Chicago

AP

Sears has everything, including a threatening fiscal outlook.

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As the holiday season approaches, Sears launches an aggressive plan to expand their business.

The U.S retailer plans on opening 85 toy shops in at least 9 key U.S markets next month, including Chicago, according to Reuters.

The new shops will be about 1,800 square feet in flooring space, and are primarily aimed at moms with children from ages 2 to 5 years old. They will carry items from toy makers such as Mattel Inc., and LeapFrog Enterprises.

Company officials say they are just responding to their customer requests. "Consumers are telling us that they would like to shop for toys at Sears when they are in the mall, when they are making their other purchases there, said Julia Fitzgerald, chief marketing officer for Sears' toy business to Reuters.

Some of the other locations include Washington, D.C./Baltimore, Philadelphia, New York/New Jersey, Minneapolis, San Francisco, Los Angeles and San Diego.The shops should be completed just in time for the holiday season.

Sears previously experimented with a partnership with KB Toys, but later ended the project.

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