Sears Plans to Open Dozens of Toy Shops in Time for Holidays

Sears (SLHD) will open toy shops in 85 stores in key markets in a bid to attract shoppers in time for the holiday season.

"We have a very aggressive plan for growing our toy business," Julia Fitzgerald, chief marketing officer for Sears' toy business told Reuters.

The company will allocate as much as 1,800 square feet of floor space each of 85 stores to toys. The decision was prompted by customer interest in buying toys at locations such as malls, Fitzgerald said.

The shops will aim at parents of two to five year olds in cities such as Philadelphia, New York and Minneapolis.

Sears previously experimented with a partnership with KB Toys, but eventually ended the project.