"We have a very aggressive plan for growing our toy business," says Julia Fitzgerald, CMO for Sears' toy business. Sears ran a pilot program in 20 department
stores last year that proved the concept. The stores will carry products from makers such as Mattel, LeapFrog Enterprises and Schylling, a maker of retro products such as tin jack-in-the-boxes.
Sears' Kmart unit, meanwhile, released its top holiday list of toys, including Mattel's Barbie Video Girl doll and "Paper Jamz," an electric guitar made of cardboard.
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