DayBreaker

FAO Schwarz to make Big Apple comeback

BY Marianne Wilson

FAO Schwarz will open a store in one of Manhattan’s most high-profile and tourist-filled locations.

The iconic toy retailer, whose Fifth Avenue flagship closed in 2015, will open a 19,000-sq.-ft. location next fall at 30 Rockefeller Plaza in mid-town Manhattan. The lease spans the ground floor and mezzanine level in the property, according to the Commercial Observer.

The space, currently home to the NBC Experience, is right off the plaza, home to the annual Christmas tree, skating rink and summer concerts. And it’s across from the glass studio that broadcasts NBC’s Today show.

FAO was acquired by Toys ‘R’ Us in 2009. It once operated about 40 stores nationwide, but eventually was down to only the New York flagship. In 2016, Toys “R” Us sold the brand to ThreeSixty Group, which designs, makes and distributes toys and other consumer products to retailers nationwide.

Most recently, FAO entered into an agreement with Bon-Ton Stores  to open FAO Schwarz toy departments in 186 of the retailer’s department stores and also on its website. It also opened a holiday pop-up at the tony Bergdorf Goodman store in Manhattan.

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