October 21, 2011, 1:54 PM

Sears Toy Shop adds reviews from play experts

Parents get advice on selecting the right toy for the holidays

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Gearing up for the holiday season, Sears Holdings Co. has expanded its online Sears Toy Shop to provide parents with tips and advice on selecting the right toy for their children.

The Toy Chest Essentials tool offers expert reviews highlighting benefits of classic toys. Contributing experts include professionals in the areas of toys, play and child development, such as Stevanne Auerbach, also known as Dr. Toy, and Chris Bensch, curator from the National Museum of Play, an interactive, collections-based educational institution for studying and exploring play.

The web site also features a Sears Top Toy Picks section listing products that seasoned Sears toy buyers agree have play value and will keep kids entertained. Parents also can access Playdate Place, a community where parents share tips and advice on toys.

“In today’s tougher economic times, parents are really looking to find toys for their kids that have lasting play value,” says Julia Fitzgerald, chief digital engagement officer, toys and sporting goods for

Sears, No. 7 in the Internet Retailer Top 500 Guide.

Parents can search the Toy Shop collection by age or brand using the Toy Finder tool. The Sears collection includes iconic items such as Rock ‘Em Sock ‘Em Robots and the My First Kenmore Elite Kitchen.

The toy site also offers an online wish list for children. When a parent shares the wish list on Facebook, she receives an instant coupon code and is entered into a sweepstakes for a chance to win $25,000 for education expenses.

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