Sears expands Toy Shops

Hofman Estates-based Sears is opening new Toy Shops within 79 of its existing stores to help kids and parents shop for toys year-round.

The Sears Toy Shops offer a hand-picked selection of toys, a “play as you shop experience and a trusted source for toy and play advice. They will be expanding into four new markets, Minneapolis, Philadelphia, San Diego and Washington D.C.

Additionally, new Toy Shops will be added in the Chicago, Los Angeles, New York and San Francisco markets, where the retailer opened 20 pilot Toy Shops last year.

“The consumer response to our Toy Shops that were launched last year was so strong that we wanted to extend them to more families in more markets, Dev. Mukherjee, president of Seasonal & Toys, Sears Holdings, said in a statement. “Sears is committed to providing parents with the tools, guidance and toy selection they need to foster play within their households. We have also made our toys shops as play friendly as possible by adding interactive displays and even a kid-sized hot air balloon to delight our youngest customers.

Sears also has added content and functionality to www.sears.com/toyshop to help parents as they look to find the right mix of toys for their children and to get advice from an array of play experts.  

The Sears Toy Shops carry top toy brands including Fisher Price, Leapfrog, Hasbro and VTech as well as products from specialty brands such as Schylling, Thomas Wooden Railway, Gund Plush, My First Annabelle, Madame Alexander and more. Better yet, customers have the opportunity to choose from Sears exclusive brands like My First Craftsman, My First Kenmore and Just Kidz.

Grand opening celebrations featuring drawings, cupcakes and fun activities for the whole family will be held in every Toy Shop location from 11 a.m. to 1 p.m. on Saturday, Oct 16. The first 50 families to arrive at each grand opening celebration will receive a free $5 Sears gift card.