In time for the holiday shopping season, Sears has added new in-store toy shops. They made their debut in 20 retail mall locations in Chicago, Los Angeles, San Francisco and New York. According to the company, the shops are designed to allow parents and children to try out new toys and play together. Sears Toy Shops promise to offer the hottest in children's entertainment year round, at affordable prices.

Included are such power brands as Fisher Price, LeapFrog, Hasbro, Bakugan and VTech. There will also be products from specialty brands such as Schylling, Thomas Wooden Railway, Gund Plush, My First Annabelle, Madame Alexander and more. Beyond this, the retailer will also carry its own exclusive brands, which include My First Craftsman and My First Kenmore, playing off other Sears' brands, and Just Kidz.

"Sears Toy Shops complete the family shopping experience," said Dev Mukherjee, president of seasonal and toys for Sears Holdings. "Right after Mom finds her new Cannon bedspread and Dad picks up the latest Craftsman lawnmower, the family can visit the Toy Shop for the best in children's entertainment." In addition to being in the select stores, the Sears Toy Shop can be accessed online at www.sears.com/toyshops. Customers can find a product from the shop online, and have it delivered to a store near them at no additional cost. Toys can also be put on layaway, which is now available year round at Sears.