J.C. Penney opens toy sections, doubles online offerings

Global SourcesUpdated on 2023/12/01

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Hasbro, Mattel, Playmobil and Fisher-Price models will litter each of J.C. Penney's 1,000 brick-and-mortar stores, and online.

Source: J.C. Penney/Twitter

In an effort to reinvent itself and distinguish its brand with new merchandise, J.C. Penney has now turned its attention to toys, following its decision to dive into the appliance business again after 33 years. By offering a wide assortment of products, the retailer hopes to set itself apart as more than a supplier of apparel, which make up 60 percent of its sales.

The Texas-based department store operator is now in talks to add toy sections in all of its brick-and-mortar stores across the US and Puerto Rico, numbering 1,000. In line with this, the company has also doubled its offerings online, with plans for further expansion in time for the holiday season. Selections for both physical and online channels will include models from big-name brands such as Hasbro, Mattel, Playmobil and Fisher-Price. Expect Barbie, Shopkins, Hatchimals, NERF, Hotwheels and Star Wars to litter the toy aisles, which will be located adjacent to J.C. Penney's Disney area.

The decision to offer a variety of toys was inspired by nostalgia and a very positive response to the retailer's limited toy offerings last holiday season, according to business executive John Tighe. J.C. Penney has a "history of selling sought-after toys in our early Christmas catalogs," he explains.

The $26 billion toy market is hard to miss, of course. Based on reports from The Toy Association, US sales saw a 5 percent increase last year, following a 7 percent growth the year before. On the other hand, J.C. Penney will still need to intensify efforts to face competitors Wal-Mart, Target and Amazon.

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J.C. Penney opens toy sections, doubles online offerings

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