In continuing to ramp up its carriage of kid-friendly products, US retailer JCPenney will now sell LEGO building bricks and playsets in 875 of its in-store toy shops. A wider selection of LEGO products will also be available through JCPenney.com starting in December.

Beginning this month, in-store toy shops will feature nearly 30 different LEGO sets including LEGO Classic creative building boxes, LEGO City sets and LEGO Friends sets. The expanded online collection will include 100 LEGO products ranging in price from US$4.00 to US$69.99.

Additionally, JCPenney will continue to increase its selection of toys designed to help kids combine science, technology, engineering and math (STEM) principles with interactive play, both online and in its toy shops.

JCPenney introduced toy shops  to its brick-and-mortar stores earlier this year, and simultaneously expanded its online toy assortment. In fact, the retailer has quadrupled its online toy offerings since last year’s holiday season by adding new product categories including motorized ride-on vehicles, bicycles, video games, costumes and science kits.

Playthings featured in the toy shops include dolls, action figures, racing cars, arts and crafts, board games, plush and learning sets from top brands like Hasbro, Mattel, Playmobil and Fisher-Price. Since launching the toy shops, the retailer has increased its in-store selection by 40%.