Sears expands online toy shopping

Hoffman Estates, Ill. -- Sears Holdings Corp. said Wednesday that it has expanded its online Sears Toy Shop, as a means to capture its share of the growing internet-based toy shopping trend.



As part of its online offerings, Sears designed Sears Toy Shop as a hub of tips and advice on toy shopping.



"We know that our customers are shopping online for their gifts this holiday season, and Sears is committed to providing parents with the tools, guidance and toy selection they want," said Hugo Malan, senior VP and president, Fitness, Sporting Goods and Toys. "We are always looking for new and exciting ways to reach out to kids and parents. The Sears Toy Shop is just one of many offerings to help make the holiday shopping season more fun and enjoyable."



The Sears Toy Shop features a Toy Chest Essentials tool that hosts toy expert advice combined with toys for each age group. Contributing toy experts include Stevanne Auerbach, also known as Dr. Toy, and Chris Bensch, curator from the Strong National Museum of Play.



The website also features a Sears Top Toy Picks section that lists the latest products, as well as Playdate Place, a community where parents can share tips and advice on the best toys to help them create the ultimate play date.



“In today’s tougher economic times, parents are really looking to find toys for their kids that have lasting play value,” said Julia Fitzgerald, chief digital engagement officer, Toys and Sporting Goods for Sears Holdings. “With so many toy options these days, it’s important that parents find the best toys to keep their kids engaged far beyond the holidays, and the Sears Toy Shop website offers a variety of tools to help.”