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.
Madame Alexander will debut a special limited edition Disney’s Frozen Elsa doll at FAO Schwarz in New York City. Designed using the iconic, 21-inch Madame Alexander Cissy doll, the new collectible Elsa features detailed costuming and is decorated with 5,000 hand-applied Swarovski crystals.
She also holds a Swarovski crystal snowflake in her hand, and snowflakes adorn Elsa’s platinum braided hair.
Orders can be placed by calling FAO Schwarz at (212) 644-9400, x3043. Each doll is custom-made for a suggested retail of $5,000.
The OgoBild + Animate, a stop-motion animation kit from OgoSport, will make its debut this month as part of a featured installation in the new Marbes’ Brain Store that just opened inside the FAO Schwarz Store in Manhattan. The Brain Store, on the second floor of the store, is located between the Lego and MOMA sections, has glass corner walls, and wide openings with decorative tile to invite customers in.
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.
Toys “R” Us and Claire’s have entered into a strategic global partnership to bring trendy, fashion-forward products to Toys “R” Us customers in select stores around the world. Following a successful pilot program in Europe, Claire’s-branded shops within Toys “R” Us stores will expand to nearly 100 locations across the continent, including stores in the UK, France, Germany, Austria, and Spain. They will also be set in 12 Toys “R” Us stores in the U.S. by the end of this year.
Shoppers will be able to choose from Claire’s jewelry, headbands, hair and fashion accessories, jewelry holders, legwear, seasonal items, and more. The shops will vary in size by location.
Two Claire’s locations in the U.S. will officially debut this week in the company’s flagship Toys “R” Us Times Square and FAO Schwarz stores in New York City. The additional 10 locations in the U.S. are expected to be open by the end of October and will be located in Murrieta, Calif.; Colorado Springs, Colo.; Jensen Beach, Fla.; Florence, Ky.; Waldorf, Md.; Henderson, Nev.; Toledo, Ohio; Tulsa, Okla.; Philadelphia, Pa.; and Houston, Texas.
FAO Schwarz will host a Rilakkuma Fun Day on October 11, where the store will convert three towers in the Grand Hall of its New York flagship store into the ultimate Rilakkuma destination for the duration of the month. During the Rilakkuma Day of Fun, consumers can participate in giveaways and a meet-and-greet with the Rilakkuma Mascot and Kawaii girls. 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.
FAO Schwarz currently carries a variety of plush Rilakkumma product in its flagship store and online on FAO.com, but will expands the product assortment to a 6-foot space on the second floor to include plush, apparel, accessories, electronics, and stationery.
FAO Schwarz will convert three towers in the Grand Hall of its New York flagship store into a Rilakkuma destination for the month of October. Over the past decade, the Rilakkuma brand and its characters have become a key part of Japanese culture and the essence of the Kawaii lifestyle, which emphasizes cuteness and adorableness.
FAO Schwarz currently carries a variety of plush Rilakkuma product in its flagship store and online at fao.com. To celebrate the brand’s shop-within-a-shop launching in October, FAO Schwarz will expand its product assortment to include Kigurumis, hats, cell phone cases, ear buds, graphic t-shirts, and new plush items.
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.