STORE SPACES

FAO Schwarz adding more stores, expanding beyond toys

BY Marianne Wilson

The reborn FAO Schwarz is expanding its reach in multiple ways.

The iconic toy brand announced several new licensing agreements in the candy, home, and accessory space as well as expansion of its physical retail footprint. Following the debut of FAO Schwarz’s flagship store at Rockefeller Plaza in New York City and the opening of its first airport location at LaGuardia Airport in November 2018, the company will open a second airport store, at Chicago Midway International Airport.

In addition, through an exclusive agreement with Hudson Group, additional FAO Schwarz and FAO Schweetz shops will open throughout the year in airport terminals nationwide. This includes an airport location confirmed to open at Indianapolis International Airport.

The retailer will open its first European flagship, an in-store shop in Selfridges in London, in November. The 2,000-sq.-ft. space will feature a full collection of FAO Schwarz products and theatrical experiences.

FAO Schwarz has also partnered with Kidsland, China’s largest toy distributor and retailer with almost 300 stores. A 27,000-sq.-ft. FAO Schwarz flagship is scheduled to open at China World Mall in Beijing in May 2019. FAO Schwarz will continue expanding internationally with shop-in-shops in Canada with Hudson Bay.

On the product front, FAO Schwarz has entered into licensing agreements with three companies to create a wide array of lifestyle products for children and families that will be available this fall. Britannica Home Fashions will develop a collection of home fashions including various styles of bedding, bath, soft holiday décor items, and more. Galerie USA is working with FAO Schwarz to create chocolates, gift-sets, and customized candy offerings that celebrate such holidays as Valentine’s Day, Easter, and Christmas. Uncas International will launch a line of new FAO Schwarz accessories including jewelry, hair products, and key chains.

“FAO Schwarz is a global kids lifestyle brand,” said David Conn, CEO of FAO’s parent company, ThreeSixty Brands. “Because of its rich history, authenticity and nostalgia, we have always felt the FAO Schwarz brand goes beyond toys.

ThreeSixty Brands owns and operates the FAO Schwarz and Sharper Image brands and is a New York based subsidiary of ThreeSixty Group, which designs, sources, and distributes consumer products across diverse categories under a portfolio of owned and licensed brands. Their portfolio includes more than 20 brands (internally developed, acquired, and licensed) including the iconic FAO Schwarz, Sharper Image, Wembley, and Discovery brands.

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