Subsequent to its relaunch last year, FAO Schwarz continues its international growth strategy, introducing the brand into new global markets, channels, and categories.
The announcement comes after FAO Schwarz introduced an extensive collection of classic toys and specialty items at shop-in-shops in over 5,000 retailers nationwide for the holiday season. It also follows the reveal of the planned opening of a new 20,000 square-foot flagship location in the heart of New York’s historic Rockefeller Plaza in time for this holiday season.
FAO Schwarz will launch into the mainland China market this year through a brand collaboration with China’s largest toy distributor, Kidsland. The long-term, multi-channel partnership will see FAO Schwarz enter the market and establish its position as the high-end toy retailer in mainland China with a flagship location in Beijing and Shanghai. Kidsland will also open 30 smaller FAO Schwarz specialty stores and shop-in-shops in 200 department stores across the country over the next five years.
In addition, FAO Schwarz has entered into an exclusive agreement with Hudson Group, one of the largest travel retailers in North America, to open a chain of FAO Schwarz branded airport shops in the U.S. and Canada. The stores will feature signature FAO Schwarz branded toys and games as well as products from other leading brands. The first store will debut later this year, including stand-alone candy stores under the famous FAO Schweetz brand.
“Extending the enthusiasm surrounding our retail rollout and upcoming Rockefeller Center flagship to airports across the country is an exciting and natural progression for the brand,” said David Niggli, chief merchandising officer for FAO Schwarz. “FAO Schwarz’s products and experiential retail format lend themselves well to the travel retail experience, and we are thrilled to be partnering with Hudson Group, a leader in the space.”
Additionally, FAO Schwarz has signed a license agreement with Wild and Wolf, designer and manufacturer of wood toys, puzzles, and games, expanding on the brand’s elevated breadth of products. Wild and Wolf will launch their first collection for holiday 2018 at department and specialty stores.