FAO Schwarz Celebrates NYC Anniversary, Revamps Licensing Program, and Debuts New Partnerships

FAO Schwarz is celebrating the one-year anniversary of its return to New York City.

Last November, FAO opened the doors of its new flagship location at Rockefeller Plaza, setting in motion a big year of growth under the ownership of ThreeSixty Group, which purchased the assets of the brand from Toys “R” Us in 2016. That growth includes the opening of international flagship stores, partnerships with toymakers and film studios, airport locations, and a robust licensing program.

Now, Global Icons will represent FAO Schwarz for further international licensing expansion. The agency behind Hostess, Turtle Wax, Lamborghini, and others, will look to continue the FAO brand extensions beyond toys and into lifestyle categories, including food and beverage, electronics, footwear, fashion, experiential, sporting goods, and more.

This holiday season, the FAO Schwarz Holiday Suite (pictured top) at the Conrad New York Midtown hotel offers guests the opportunity to stay in a toy-filled wonderland. For $3,000 a night, the room is packed with iconic, vintage-style toys, and comes with a shoppable in-room toy menu from which guests can have items shipped directly to their home. The stay also includes breakfast for a family of four, a $100 FAO gift card, an FAO Schweetz Gift Basket, and a private shopping tour with an FAO Schwarz Toy Soldier. The Holiday Suite will be available from Nov. 18-Jan. 5.

Additionally, beginning Nov. 20, Van Leeuwen Artisan Ice Cream shops in NYC will offer a new flavor — “FAO Schwirl” — available through Jan. 19 or while supplies last.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.