The national retailer J.C. Penney is bringing back the idea of 'toy shops' and the store-within-a-store concept.
"We're really excited to offer something that [J.C.] Penney's had years ago, toys for kids!" Tod Herring, store manager, said. "I say kids, but [we're all] kids at heart right?"
Nationwide the chain has added the feature to more than 1,000 of its locations, according to USA Today.
"We're elated to bring it back," Herring said. "We tested some of this across the country for Christmas and it did phenomenal."
The 'toy shop' features a variety of brands.
"Barbie, Hot Wheels, Nerf, Hasbro," he said. "These are going to be toys you know about."
The company wide rollout is an attempt to compete with online retailers in an age where online sales have increased.
"I think there is always going to be a spot for 'in stores,' for convenience, for fun and just the enjoyment of shopping," he said.
The addition comes after the recent opening of the beauty brand Sephora. The moves are another bet on the store-within-a-store concept.
"Near future, I can't wait to make an announcement to you and our community on what's going to come out this holiday. But at this time I don't have the liberty of sharing," he said.
J.C. Penney recently announced plans to close 138 locations, though it remains on sturdier footing than archrival Sears Holdings, which has acknowledged doubts about its future, according to USA Today.