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JC Penney Toys With New Offerings For Kids

JC Penney

JC Penney introduced 500 SF areas in all of its stores that will carry children’s toys, including brands like Hasbro, Mattel, Playmobil and Fisher-Price.

All Penney’s stores will now carry Barbie, My Little Pony, NERF and Hot Wheels toys next to existing Disney products, the Dallas Business Journal reports. The Plano, Texas-based company will also sell these new products online, plus bikes, video games, trampolines, costumes and science kits. 

Two or three times more products will be offered online than in-store, said James Starke, senior vice president and general merchandise manager of Penney’s men’s and kids’ departments.

The store sold two brands of toys during the 2016 holiday season, and Penney’s research indicated moms wanted more toy options.

From what we know of people who bought toys, they spend more with us, are more ethnically diverse and visit us more frequently,” Starke said. JC Penney will market toys digitally and in print in Q4. 

Steve Dennis, president of retailer strategy firm SageBerry Consulting, said the store might be stretching itself too thin by adding another merchandise category. 

In the last year, Penney’s has also piloted or started selling dorm furnishings, appliances, furniture, workwear, hard goods, HVAC services, flooring and installation services. 

In June, the retailer refinanced a $2.35B loan to give itself more cash flow. Over the last several months, JC Penney has announced many store closures, but walked some back after higher-than-expected sales.