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The Land of Nod debuts branded line of toys

Holiday 2012 marks a season of firsts for The Land of Nod, the multi-channel retailer of infant and kids home décor.

In late November, The Land of Nod is opening its first pop-up store. It is also rolling out its first collection of toys developed in-house.

 The Land of Nod's new line of toys includes whimsical plush creatures.The Land of Nod's new line of toys includes whimsical plush creatures.

"We've always done toys, but we've never done our own line," said Michelle Kohanzo, managing director of The Land of Nod.

The retailer collaborated with outside artists to create the collection, which consists of about 800 SKUs. The assortment includes plush, block sets, games, books and creative/educational items for infants. The store also carries soft home and décor pieces. Price points range from $1.95 to $349.

The 3,200-square-foot store is located in New York's Soho neighborhood at 136 Price St. between West Broadway and Wooster Street. It will operate through Dec. 31.

More than 3,200 square feet will be filled with an exclusive assortment of children's toys and holiday décor. Weekly events will include book readings and DIY crafts such as puppet making. On site holiday gift boxing will also be available.

Kohanzo said The Land of Nod will at some point open a permanent store in New York as part of a store rollout strategy over the next five years. It currently operates four brick-and-mortar units.

"We need more stores," she added, "But not hundreds of stores. We'll be focused on key markets."

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