Wayne, N.J. Toys “R” Us said Tuesday it will open FAO Schwarz in-store boutiques in 585 Toys “R” Us locations around the country, indicating its plans for the iconic toy store brand for the first time since the acquisition by Toys “R” Us last May.
Toys “R” Us also said it has relaunched the FAO Web site, FAO.com.
The first FAO Schwarz-branded boutiques will open on Nov. 1, said the company. Each will feature overhead signs and life-sized displays of FAO Schwarz' signature toy soldier, which stands outside its stores. Merchandise will range from the FAO annual holiday ornament to classic toy selections.
Toys “R” Us said it will continue to publish FAO Schwarz' holiday catalog, which will be sent out beginning Nov. 10.
FAO Schwarz has two standalone stores, one in New York and one in Las Vegas.