Santa to show up for new Sears toy shop

Hoffman Estates-based Sears is hoping some fun will return to its stores on Wednesday.

The retailer will unveil its interactive Toy Shops at about 20 stores nationwide, including Woodfield Mall in Schaumburg and four others in the Chicago area.

A special event for the public will be held from 6 p.m. to 8 p.m. and include games, prizes and even a special appearance by Santa. That nudge to parents isn't a moment too soon for the struggling retailer.

"Santa is going to be there just for a little fun. So when it comes time for holiday shopping, we want parents to keep Sears on their list," said Julia Fitzgerald, Sears chief marketing officer, seasonal and toys.

Sears had stopped selling toys in the mid-1990s after a brief partnership with the now-defunct KB Toys and its own toy aisles of years' past. The competition had become too keen with Target, Wal-Mart and others providing deep discounts, especially around the holidays. This will be the first time that Sears offered toys with an interactive approach.

"Shopping for toys should be fun and interactive and any retailer that makes selling toys exciting, then it's a win-win situation," said Julie Livingston, spokeswoman for the New York-based Toy Industry Association.

Consumer demand has been growing again. The retailer was hearing more from parents interested in a one-stop shop where they could buy gifts for all ages, including their young children, said Fitzgerald.

The Toy Shops will offer about 1,600-square-feet so children can spread out and play with national, specialty and private-label brand toys. Besides the hottest products of the season, the shop also will feature nostalgia, such as Schylling's Jack in the Box and spinning tops, which likely will appeal to parents, too.

The area will have special signs, balloons and one exit and entrance, so parents can keep an eye on their little ones, said Fitzgerald.

Besides the well-known toy brands, Sears's own brands of Kenmore and Craftsman will featured. This includes an all-pink Kenmore stove, refrigerator, washer and dryer. Also, a Craftsman workshop will help teach kids about working and playing together. Each are about 3-feet high and made of wood. They also have sound effects and lights to make the experience more realistic, Fitzgerald said.

Also, the shop will sell as many as 1,000 items ranging from $1.99 to $150. If parents can't find the right toy there, they could use a nearby kiosk, look up the toy among 5,000 listed, buy it and have it shipped for free. The free shipping is only from the store kiosk, Fitzgerald said.

She added that the larger toy area did not eliminate other departments, instead the stores were reconfigured. The Toy Shops are located adjacent to the children's clothing areas.

Besides the Chicago area, other Toy Shops at Sears are in New York, Los Angeles and San Francisco.