As reported by Reuters and other news outlets, FAO Schwarz, the oldest toy store in the U.S., is closing its iconic Fifth Ave. flagship store in Manhattan, citing rising rent prices. The store will shut its doors on July 15, exiting early from its lease.
Charmazing, a brand of charm-bracelet-making kit from Wooky Entertainment, has upcoming events planned that will take place at Toys “R” Us-operated locations. These will be demo events, in which store associates will show off Charmazing kits, as well as hand out Charmazing bracelets while supplies last. The events are scheduled for November 22, and will take place at the FAO Schwarz flagship store at 767 Fifth Avenue, from 1 to 5 p.m.; and at Toys “R” Us stores chainwide.
In addition, on November 23, at Toys “R” Us Times Square from 8 to 10:30 a.m., Toys “R” Us and the Charmazing brand will host the Uniformed Firefighters Association Widow’s and Children’s Holiday Party, benefiting families who have lost a loved one in the line of duty. Activities will include Santa Claus arriving aboard a FDNY fire truck, as well as a marching band performance. In addition, some attendees will have the opportunity to take home charm bracelets.
Guests will be able to interact with a life-size Rilakkuma mascot and Kawaii girls, and will have a chance to win giveaway prizes. A Rilakkuma pop-up shop featuring plush, apparel, accessories, electronics, and stationery based on the brand will remain in FAO Schwarz’s Great Hall until the end of the month.
The free event will be held on October 11, from 1 p.m. to 4 p.m. Giveaways will be distributed to guests while supplies last.
This Saturday, the world of Rilakkuma will take over FAO Schwarz in New York City. Rilakkuma, created by San-X, is one of Japan’s most popular characters, famous for its “bear in relaxed mood” lifestyle of eating, sleeping, and listening to music.
Consumers will have the opportunity to celebrate Rilakkuma Day and interact with a life-size Rilakkuma mascot and branded Lolita girls. There will also be merchandise giveaways while supplies last. The event is scheduled for 10 a.m. to 5 p.m. at FAO Schwarz Flagship Store, 767 5th Ave., New York, NY.
Ridemakerz is driving to New York City with the grand opening of the experimental Ridemakerz store-within-a-store at the FAO Schwarz Fifth Avenue location on the second level. The shop officially opens at 10 a.m. on November 11, and Ridemakerz will offer 100 complimentary Ridez to the first 100 people who arrive before 11 a.m. In celebration of Veteran’s Day, a complimentary Ridemakerz baseball cap will be offered to veterans who visit the store.
The Ridemakerz shop resembles the look and feel of an authentic race car garage and offers a unique experience for kids and adults to build their own toy cars. Customizers can choose from authentic cars, including Corvettes, Vipers, and Mustangs, and entertainment characters like Lightning McQueen, Iron Man, and Spider-Man. There are more than 649 million possible combinations to be made with customizable options, including lights, sounds, accessories, and decals.
For a unique experience, participants can also engage in the Pit Crew Challenge where their build times can be compared against family and friends. For special occasions such as birthdays, group outings, and company team-building, Ridemakers offers Revved Up Bashes, where friends can “Chooze, Customize, and Cruise” home with a one-of-a-kind Ridez. As the holidays approach, Ridemakerz will begin offering special, in-store events, as well as in-store and online deals on new products.
Interactive Ridemakerz retail shops have already opened in Downtown Disney in Anaheim, Calif.; Downtown Disney in Lake Buena Vista, Fla.; Branson Landing in Branson, Mo.; and Broadway at the Beach in Myrtle Beach, S.C.
Build-A-Bear Workshop has announced plans to open a shop within the FAO Schwarz Fifth Avenue flagship store. Opening in early November, the new location is the first Build-A-Bear Workshop store-within-a-store in the U.S.
While visiting the store, guests can participate in the hands-on Build-A-Bear Workshop stuffed animal-making experience, which has been enhanced with digital technology. The company worked with Microsoft, Samsung, and other leading technology companies to create the store design, which includes:
- A touchscreen storefront display that allows guests to interact with the brand by playing and exploring the latest Build-A-Bear Workshop furry friend collections.
- An interactive Love Me station that enables guests to customize their stuffed animals by giving personality traits to the red satin heart, which is added to their animal at the Stuff Me station.
- A Hear Me station where popular music and special sounds can be added. Guests can also record their own voice to further personalize their stuffed animal.
- The Fluff Me station where customers can play with a sensory effects digital bath tub with virtual bubbles.
- The Name Me station, which allows guests to reveal the personality traits and customized features that were added to their stuffed animal throughout the bear-making process. At Name Me, guests also create a one-of-a-kind birth certificate.