With Toys ‘R’ Us shutting down its stores, Walmart is poised to take its place as the retail chain best known for toys. The nationwide shopping chain is adding thousands of new toy products, including exclusive items.

To drive the point home, Walmart has introduced “America’s Best Toy Shop,” a new retail campaign and concept with expanded aisles and an expanded lineup of products. Shoppers can also enjoy new “experiences” — like demonstrations and products from online influencers. The stock of new toys will increase by 30 percent in stores and 40 percent online.

Toys will be divided in categories of Power Brands (iconic names like Barbie and Lego), Entertainment Properties (based on movies and television), Collectibles (like Fingerlings and LOL) and Innovative Items that tap into the future.

Walmart has been engaging parents with information and content, including the popular 40 top-rated toys of the season. Customers can also put items on layaway for the winter holidays, beginning as early as Friday. The retail giant is making it clear that it’s never too early for Christmas shopping.

Walmart is basking in positive quarterly earnings with strategies that effectively combine online and in-person sales. Walmart is taking on Amazon, the country’s leading online retail service, with free shipping incentives.

“Online shoppers will have options like free, two-day shipping or pickup today on millions of items,” says Chris Sponiar, general manager, Toys and Seasonal, Walmart e-commerce U.S. “Customers can get their toys however they like, either straight to their door or at a Walmart store.”

The Toy Industry Association says the United States toy market adds up to about $22 billion a year. Walmart claims recent moves in expanding products aimed toward the children’s market were already in the works before Toys ‘R’ Us declared bankruptcy and closed its nationwide chain of stores.

“Walmart has always been a destination for toys,” says Anne Marie Kehoe, vice president of toys, Walmart U.S. “Parents shop us for our wide selection of top brands and because we bring fun to stores in ways that only Walmart can.”

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