The department store chain, J.C. Penney Co., Inc. (NYSE: JCP), said that it would open toy stores in all its stores. This move aims to remedy its business amid industrywide headwinds in the retail field.
The company planned to add tory stores permanently in all of its current stores, which was in over 1,000 locations. Currently, J.C. Penny has already added toys in 100 stores, and plans to expand its classification for back-to-school shopping.
The toy stores will feature everything from action figures to board games, including bicycles, video games and outdoor items, and J.C. Penny said that it has already doubled the number of toys offerings on its online platforms. The company also said that it would cooperated with well-known toy brands, such as Fisher Price and Mattel.
Last year, apparel made up over half of its sales. The company said that opening new toy stores helps it to cut its independence on apparel, as more customers buy clothes online and from fast fashion rivals.
“We know that shoppers buy toys year-round and by creating a fun, inviting toy shop, with some of the biggest brands and hottest products, we will entice families to shop and spend more at JCPenney,” John Tighe, the executive vice president and chief merchant of the company, said in a statement.
“Toys are an exciting product category for JCPenney and an in-store attraction that will drive traffic and sales as we continue to focus on increasing revenue per customer,” he said.