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SEARS ANNOUNCES

                SEARS ANNOUNCES  FUN TRONICS' SHOPS
    CHICAGO, Nov. 12  /PRNewswire/ -- Sears, Roebuck and Co. (NYSE: S)


today announced it will introduce new electronics games shops called "FUN TRONICS" in about 700 of its Kids & More departments this month.
    FUN TRONICS will offer an expanded variety of electronic games, such as Nintendo, and will also introduce Sega electronic games in Sears stores.
    FUN TRONICS will feature Nintendo's and Sega's more traditional home video-game systems that are hooked to TV sets, such as the eight-bit games, as well as Nintendo's new Super NES 16-bit systems, Sega's 16-bit Genesis system, and portable hand-held games such as Nintendo's Game Boy and Sega's Game Gear.  Sears FUN TRONICS shops will offer accessories and a vast selection of cartridges for the games.
    The shops also offer customers the opportunity to see the games in action by watching an informational video tape, said Gary E. Ramsey, national merchandising manager of the Kids & More.
    "We expect Nintendo and Sega to be the hottest selling toys for Christmas.  We have taken the electronic products we currently sell, combined them with the latest electronic products by Nintendo and Sega, and put them together in one dominant, centralized location in the kid's department.  We are doing this to make the shopping experience easier for customers so they will know where to go when looking for these electronic games," said Ramsey.
    "We feel our FUN TRONICS shops will make us much more dominant and competitive in the marketplace.  These games continue to remain popular for kids of all ages, including adults who have a little bit of the kid in them," added Ramsey.
    -0-         11/12/91
    /CONTACT:  Marci Schaffer of Sears, Roebuck, 312-875-8316/
    (S) CO:  Sears, Roebuck and Co. ST:  Illinois IN:  REA SU: SH -- NY032 -- 3372 11/12/91 10:33 EST
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Publication:PR Newswire
Date:Nov 12, 1991
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