J.C. Penney to Open Toy Shops in All Stores

J.C. Penney shares were up almost 5% after the retailer said Thursday that it is opening toy shops in all if its brick-and-mortar stores and expand assortment at its online store. “JCPenney has a nostalgic history of selling sought-after toys in our early Christmas catalogs, so we brought toys back last holiday season to see if they would resonate once again. We were extremely pleased by customer response and confidently made the decision to grow our toy assortment in stores and at JCPenney.com,” said John Tighe, a company executive. “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.”

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