Kmart joins battle to fill Toys ‘R’ Us void

Kmart releases its annual toy list to beat out other toy competitors.

Kmart helps parents get a jump on their holiday shopping, as retailers are scrambling to fill the Toys ‘R’ Us vacancy this holiday season.

The company unveiled, what it contends to be, this holiday season's hottest toys on its annual Fab 15 list. The list ranges from classic brands including Nerf, Barbie and Hot Wheels, to popular new additions like L.O.L Surprise! and Vampirina, there's something on this list for all kids. The company also announced a dedicated toy catalog and a holiday layaway offering.

"Toys have been something our members have loved about Kmart for generations. As a leading toy destination, we have a legacy of selling the most popular toys and providing expert advice on what kids want and will love," said Michael O'Connor, Vice President of Seasonal and Toys at Sears Holdings. "Releasing the Fab 15 list is a direct result of our members' feedback and their desire to have a list help guide their holiday toy shopping. We hope to make every child's holiday 'wish list' dreams come true while also providing great savings and other benefits to our members."

Other retailers, such as Target, are also trying to fill the Toys ‘R’ Us void. All remaining Toys R Us and Babies R Us stores shut down earlier this summer after the New Jersey-based retailer declared bankruptcy, creating an opportunity for other retailers in the kids-merchandise space. Target was a clear beneficiary: Sales of baby clothing and shoes rose nearly 20 percent in the most recent quarter. Hardlines — a category that includes toys — saw high-single-digit comparable growth.

"We're picking up sales that would have gone to Babies R Us and Toys R Us. … We're certainly benefitting from new toy buyers, baby buyers that are coming to Target more frequently," said Target Chief Executive Officer Brian Cornell on a media call following its second-quarter earnings announcement.

Kmart’s Fab 15 list includes:

  • Hot Wheels Mega Garage by Mattel

  • Beyblade SwitchStrike Battle Tower by Hasbro

  • Ready2Robot Battle Pack by MGA

  • Hairdorables by Just Play

  • L.O.L. Surprise! Bigger Surprise! by MGA

  • 2018 Holiday Barbie by Mattel

  • Baby Alive Potty Dance Baby by Hasbro

  • Barbie Dreamhouse by Mattel

  • Sunny Day– Sunny's Styling Head by Fisher-Price

  • LEGO Super Heroes The Hulkbuster Smash by LEGO

  • Vampirina Rock N' Jam Touring Van by Just Play

  • Monopoly Cheaters Edition by Hasbro

  • Nerf Rival Prometheus by Hasbro

  • Disney Mickey Mouse Clubhouse Hot Diggity Dancing Mickey by Just Play

  • Disney Sing and Spin Scooter Minnie by Just Play

To read the full list, click here.