J.C. Penney isn’t playing around when it comes to toys.

The retailer announced it is opening toy shops in its 1,000 plus brick-and-mortar stores, and has already expanded its online toy assortment. The in-store shops will be located within the children’s department, next to the Disney Collection displays, and will feature a wide range of items, from dolls and action figures to board games and arts and crafts, and such brands as Hasbro, Mattel, and Fisher Price. Many of the shops feature a play area where kids can try out select toys.

The rollout grows out of Penney’s decision to bring back toys to its stores — for the first time in years — for the 2016 holiday season. The move apparently resonated with shoppers. Penney said it was “extremely pleased by customer response…