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.