JCPenney is opening toy shops in all of its brick-and-mortar locations with an expanded assortment available at The new toy shops are part of JCPenney’s expansion of new merchandise categories.

Adjacent to the Disney Collection inside JCPenney, the shops will feature a selection of toys including dolls, action figures, racing cards, board games, and more from Hasbro, Mattel, Playmobil, and more. The store doubled its online assortment of toys over the last year with plans to expand more by the holiday shopping season.