With the back-to-school season already in session, US mid-tier retailers Sears is turning its focus on the holidays as it launches its new in-store Toy Shops on August 15.

Twenty select retail mall locations in Chicago, L.A., San Francisco and New York will be home to the new family-targeted shops where consumers can try out new toys and do their shopping year-round for a wide variety of brands from Fisher-Price and Hasbro to specialty brands like Schylling, Gund plush and Madame Alexander. Sears will also stock exclusive house brands like My First Craftsman, My First Kenmore and Just Kidz.

The shops will be in select stores across the US and product will also be available online at www.sears.com/toyshops. Customers can order product online and have it shipped to a nearby store at no additional cost.

Grand opening celebrations are being held in each location from 12 p.m. to 2 p.m. on Saturday, August 15. For more info, visit www.sears.com/toyshops.