US-based JCPenney is set to expand its in-store toy assortment from next month, in partnership with toy brand Lego.

Through the extended toy collection, the retailer wants to cash in on the upcoming Christmas Eve.

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In July, the company declared that it is planning to open toy shops in all of its physical locations in order to explore new merchandise categories and differentiate its business.

“By partnering with a toy icon like the Lego brand, JCPenney is well-positioned to capture a greater share of revenue within the toy industry, during the busiest shopping period for gifts.”

Starting next month, Lego building bricks and playsets will be made available in 875 toy shops inside JCPenney stores, with LEGO Star Wars and LEGO Super Heroes, and a wider selection of Lego toys are set to become available from December.

JCPenney executive vice-president and chief merchant John Tighe said: “By working with the best toy brands in the industry, JCPenney continues to differentiate itself from the competition, giving more families a reason to visit our stores and discover the amazing selection available at JCPenney.com.

“The holidays are hands down the most important time of year for retailers as we compete for every dollar leading up to Christmas morning. By partnering with a toy icon like the Lego brand, JCPenney is well-positioned to capture a greater share of revenue within the toy industry, during the busiest shopping period for gifts.”

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Since July, the company has expanded its in-store assortment, including more toys, games and plushes from brands such as Disney, Hasbro, Mattel, Playmobil, Fisher Price, and Melissa and Doug, by 40%.

The retailer also expanded its online portfolio of toys since last year, allowing shoppers to choose from motorised ride-on vehicles, outdoor play equipment, bicycles and learning sets, among others.

More than 100 Lego products are expected to be offered through JCPenney.com this December.