Source: FAO Schwarz

FAO Schwarz is debuting new experiences for the holidays both online and at its flagship store at New York City’s famed Rockefeller Plaza.

The news follows the recent addition of a holiday partnership with Jimmy Fallon celebrating his new book, 5 More Sleeps ‘til Christmas — in which FAO is donating a toy to St. Jude Children Research Hospital for every book sold at FAO and by featuring “Fallon’s Favorites” top toy picks in-store and online — an Iron Studios store experience, and a national partnership with Target. that brings FAO-branded items into Target stores and a boutique of Target brands into the FAO Schwarz flagship.

“FAO Schwarz has always been synonymous with one-of-a-kind toys and interactive experiences, says David Niggli, chief merchandising officer,” FAO Schwarz.  “Our guests expect to be surprised and delighted at every turn. We continuously evolve our brand with new and international offerings to stay on the cutting edge of toy trends and in the hearts of kids everywhere.”

New store experiences:

  • Elmo’s Monster Factory is a destination for kids to create their own, custom version of the famous red Muppet from Sesame Street.
  • Funko comes to FAO Schwarz with the largest collection of the brand’s pop culture toys, collectibles, and games in New York City.
  • Sharper Image robotics and remote control vehicles are available in a department that includes live and animated product demonstrations and video content to showcase new technology.
  • Steiff’s plush showroom has been updated with new toys based on endangered species created in partnership with National Geographic. A portion of proceeds from each sale is donated to wildlife conservation.

The FAO Theatre has also been updated with in-store demos refashioned for social distancing with live performances taking place in designated areas of the store, where characters wear masks and engage with families with customers from behind a custom partition. Additionally, digital demo screens have an increased presence with live demos being broadcast from FAO’s remote studios.

Families shopping the FAO Schwarz website will find a completely redesigned experience that includes Virtual Personal Shopping Live, online magic courses through the FAO Schwarz Academy of Wonder, and the addition of new brands including Madame Alexander, Micro Kickboard, Le Toy Van, Candylab, Dough Parlour, Djeco, RS Barcelona gaming tables, Stevenson Brothers Rocking Horses, and more.

About the author

James Zahn

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.