20 Sears toys will offer toys on Saturday from Hasbro, Mattel and other toy makers

Sears to offer toys in 20 stores

HOFFMAN ESTATES, Ill. — Sears Holdings Corp., the retail chain lead by chairman and hedge fund financier Eddie Lampert, said Wednesday it will begin to offer toys in 20 of its Sears stores starting Saturday.

In-store toy shops will offer brands including Mattel’s Fisher Price, Hasbro, LeapFrog, Spin Master’s Bakugan and VTech toys, the company said.

It will also offer specialty toy brands including Schylling, Thomas Wooden Railway, Gund Plush and My First Annabelle Madame Alexander. Sears will also carry exclusive brands such as My First Craftsman, My First Kenmore and Just Kidz.

Toys will also be available online and stores in Chicago, Los Angeles, San Francisco, New York and other locations.

Toy retailers have faced a rocky road in the recession, with both KB Toys and FAO Schwarz filing for bankruptcy protection. KB Toys liquidated and FAO Schwarz was acquired by Toys R Us.

Sears will enter the fray that also includes discounters such as Target Corp. and Wal-Mart Stores Inc.

“Sears Toy Shops offer parents a new, convenient option to shop for toys, in the mall, just in time for the holiday season, ” said Dev Mukherjee, president, seasonal and toys for Sears Holdings, in a statement.

Hoffman Estates, Ill.-based Sears Holdings, which also operates Kmart and Land’s End, among of their brands, operated 2,171 domestic stores as of May 2, according to its most recent quarterly filing with the Securities and Exchange Commission.

Shares rose $1.90, or 2.5 percent, to $77.49 during midday trading. The stock has traded between $26.80 and $108.75 over the past year.

On the Net: www.sears.com/toyshops