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The holiday season continues to loom large on the horizon, and as the toy wars of 2018 continue, another player has entered the octagon - JCPenney! As the retailer continues their evolution and gets back into categories like baby products, this fall marks the one-year anniversary of their successful toy shops. Like many of my generation, the JCPenney Christmas Catalog was a must-read while growing up, and now a hint of that spirit is coming back as they unwrap their Top 20 Toys list, "inviting shoppers to discover the most popular toys sure to top kid’s wish lists this Christmas." The JCPenney Top 20 Toys will be featured prominently within a dedicated toys book, which will be delivered to customers’ homes in time for the holiday season and will include a sticker sheet enabling kids to mark the items they want from Santa.

The birth rates might be down, but contrary to what some might have you think - yes, people are still having babies... even Millennials. With the loss of Babies "R" Us during the Toys "R" Us collapse this past year, new parents looking for a spot to check out the latest in baby gear are finding that there may soon be more places to buy than ever before, and the latest is a bit of an unexpected one: JCPenney. The iconic retailer has had their own share of struggles with evolution over the past few years, but they're still working on it, this week announcing the opening of JCPenney Baby Shops in 500 stores.