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THINKING OUTSIDE THE TOY BOX SHELF SPACE IN STORES AT A PREMIUM.


Byline: Candice Choi Staff Writer

Gas, a pack of smokes ... and a toy truck for Timmy?

Toys are popping up in such unlikely places as gas stations, hardware stores and 7-Elevens as manufacturers offer their goods wherever they think parents and kids may be.

``We're not sitting back and waiting for people to enter the toy aisle,'' said Michael McNally, spokesman for Lego. ``We want to be where (shoppers) are, wherever they are.''

These days, it is not toy store A toy store, or toy shop, is a retail business specializing in the services of selling toys. No longer held to the limitations of the brick and mortar outlet, the toy store has successfully created a presence within the e-commerce industry.  chains like Toys 'R' Us and KB Toys K•B Toys (previously known as Kay Bee Toys) is a chain of mall-based retail toy stores in the United States. It was founded in 1922 by the Kaufman brothers. It currently operates 605 stores in 44 U.S. states, Puerto Rico as well as Guam. , which have closed dozens of under-performing stores over the last few years.

Toy manufacturers are instead working with a wide swath of retailers to keep their wares front and center. The idea is not just to keep products on shelves, but to make them part of the daily routine, whether it's a quick run to the grocery store or the home and garden center.

Home Depot The Home Depot (NYSE: HD) is an American retailer of home improvement and construction products and services.

Headquartered in Vinings, just outside Atlanta in unincorporated Cobb County, Georgia, Home Depot employs more than 355,000 people and operates 2,164 big-box
 carries a line of John Deere tractor trucks, made by RC2. The trucks are selling so well the majority of locations in the Valley have sold out.

Microsoft's Halo 2 Xbox video games See video game console.  are so popular at 7-Eleven stores that only three were left at a store near Wilshire Boulevard Wilshire Boulevard is one of the principal east-west arterial roads in Los Angeles, California, United States. It was named for H. Gaylord Wilshire (1861-1927), an Ohio native who made and lost fortunes in real estate, farming, and gold mining.  and Highland Avenue on Wednesday.

Mattel has fueled its brand through promotional deals with Chevron gas stations, and Hasbro is selling a line of bracelets at Limited Too, a clothing chain for pre-teen girls. Now The Walt Disney Noun 1. Walt Disney - United States film maker who pioneered animated cartoons and created such characters as Mickey Mouse and Donald Duck; founded Disneyland (1901-1966)
Disney, Walter Elias Disney
 Co. is considering hawking its wares at dollar stores.

``It makes it convenient for the shopper,'' said Steveanne Auerbach, a toy expert.

People want to do all their shopping in a single, convenient trip, she said, and toy stores are getting harder and harder to find. That's due in part to shoppers who are finding less-expensive alternative stores.

Twenty years TWENTY YEARS. The lapse of twenty years raises a presumption of certain facts, and after such a time, the party against whom the presumption has been raised, will be required to prove a negative to establish his rights.
     2.
 ago, Sears accounted for the lion's share of Hasbro sales. A decade later, Toys 'R' Us eclipsed Sears, only to be succeeded more recently by discounters like Wal-Mart, said Brian Goldner, the company's president of the toys segment.

As shopping patterns have changed over the years, Hasbro has tailored its goods to specific outlets. The company works with arts and crafts arts and crafts, term for that general field of applied design in which hand fabrication is dominant. The term was coined in England in the late 19th cent. as a label for the then-current movement directed toward the revivifying of the decorative arts.  stores to sell Play-Doh, sporting goods Noun 1. sporting goods - sports equipment sold as a commodity
commodity, trade good, good - articles of commerce

sports equipment - equipment needed to participate in a particular sport
 stores to pass Nerf balls and electronic stores to sell video players.

Even discounter Sam's Club Sam's Club is a membership-only warehouse club owned and operated by Wal-Mart Stores, Inc. History
The first Sam's Club opened in April 1983 in Midwest City, Oklahoma in the United States.[1]

Sam's Club is named after Sam Walton.
 recently started selling a line of Hasbro dolls.

``We're looking how we can take our products to every point of retail,'' Goldner said.

The distribution of Disney's toys has mirrored what's happening in the overall toy industry, with more units being sold through retailers like Wal- Mart rather than toy stores, said Gary Foster, spokesman for Disney's consumer products division.

In 2003, Wal-Mart, Toys 'R' Us and Target accounted for 47 percent of Mattel's sales. Likewise, the bulk of Lego sales also take place in these three stores. And Lego is always looking for Looking for

In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with.
 opportunities to increase sales through specialty retailers, McNally said.

``If we have a product we think would fit somewhere, we're welcome to the idea,'' he said.

Over the long term, Mattel also expects the demand for toys will shift to alternative retailers, spokeswoman Lisa Marie
For the daughter of Elvis Presley, see Lisa Marie Presley.


Lisa Marie Smith (born December 5, 1968 in Piscataway Township, New Jersey), more commonly referred to as simply Lisa Marie, is an American model and actress.
 Bongiovanni said in an e-mail.

Disney is exploring the possibility of rolling out its products at Walgreens, Kroger's, and even dollar stores, Foster said.

``If they're devoting aisle space to toys, then yes, we want to be there,'' he said. ``We're going where the shoppers are.''

Shopping at Toys 'R' Us on Wednesday was a rare occasion for Woodland Hills resident Richard Delfino. He buys toys for his younger brother throughout the year, but usually while he's shopping elsewhere.

Looking over some sale items he said: ``I never come here unless it's Christmas.''

Candice Choi, (818) 713-3634

candice.choi(at)dailynews.com

CAPTION(S):

3 photos

Photo:

(1 -- color) Toy cars sit for sale atop a refrigerator at Woodland Hills Chevron as Gurdip Singh stocks the case.

Michael Owen Baker/Staff Photographer

(2 -- color) After learning how hard it was to get the hottest Xbox game Halo, 7-Eleven owner Harjeet Gill of Northridge now sells it at his store.

Gus Ruelas/Staff Photographer

(3 -- color) North Hollywood Home Depot supervisor Zack Thom shows the kid-sized replica of the John Deere utility vehicle the store sells.

Evan Yee/Staff Photographer
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2004, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:Business
Publication:Daily News (Los Angeles, CA)
Date:Dec 16, 2004
Words:713
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