JC Penney introduces toy shop in all stores

Department store chain, J.C. Penney Co Inc said that it is opening toy shops in all its stores and has already doubled its online assortment of toys over the last year, with plans to expand further by the holiday season.

The retailer, which has over 1000 stores, will sell toys from brands including Mattel's Fisher Price, Hasbro and Playmobil, with some stores also featuring a play area.

Penney has been expanding into more categories, including appliances, as seeks new avenues of growth in a weak retail environment, particularly for department stores.