By  on October 28, 2010

NEW YORK — Macy’s is blowing the lid off its traditional holiday boxed gifts that feature jewelry, cosmetics and cold weather accessories.

New Gift Shops, ranging in size from several hundred square feet to more than 1,500 square feet in Herald Square here, are filled with colorful, quirky items — about 400 stockkeeping units in all — everything from the functional to the frivolous. It’s a specialty store-type presentation with offbeat products such as a baby onesie decorated with skull and crossbones, two for $20; fat Digitime digital watches in Day-Glo colors, $36, and a set of three false eyelashes, $18. There’s an array of products, including enamel jewelry and makeup cases from Kitson, the popular Los Angeles store that sells labels such as Halston Heritage and Brian Lichtenberg. The merchandise is split equally between men and women.

“About 90 percent of the items are exclusive to Gift, but you might find some of them elsewhere in the store,” said Martine Reardon, executive vice president of marketing at Macy’s Inc. “But the color is exclusive to us. We developed these products and had them made.”

Reardon said Macy’s was trying to break its holiday gift mold. The merchandise is divided into six categories with corresponding icons displayed on tables and fixtures. The Gift Shops will be rolled out to 400 Macy’s units.

In addition to the Gift Shops, Macy’s is launching celebrity gifting nooks with items created for the retailer by brands such as Betsey Johnson, Calvin Klein, Donald Trump, Jessica Simpson, Kenneth Cole, Martha Stewart, Michael Kors, Rachel Roy, Ralph Lauren and Tommy Hilfiger. International Gift Shops will open in 25 stores with offerings that will include handwoven baskets from Rwanda, Maasai jewelry from East Africa, painted wooden trays from Indonesia and traditional Haitian artisan home decor products.

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