FAO Schwarz is expanding its retail footprint through a new partnership with Nordstrom. Together, the companies will open new retail locations, launch new products, and host in-store activations that bring the magic of the legendary toy brand to even more families across the U.S.
Kicking off the collaboration, the iconic toy retailer opened its second New York City location — its first in more than a century — inside Nordstrom’s Manhattan flagship. This immersive retail concept features the same toy soldiers, oversized plush animals, and dance-on piano shoppers know and love, accompanied by a curated selection of FAO Schwarz’s most iconic products and brands.
The assortment features a variety of FAO Schwarz-branded plush, preschool toys, creative play items, vehicles, and collectibles, as well as beloved specialty brands such as Brio, Bunnies by the Bay, and Djeco. The lineup also introduces new categories tailored to Nordstrom’s consumer base, such as infant and toddler toys, with Nordstrom-exclusive product launches already in the works.
Beyond New York, FAO Schwarz products will eventually roll out across all U.S. Nordstrom locations, with eight lucky locations achieving “The Jewel Box” status. In addition to the products, these store-within-a-stores will feature interactive experiences inspired by FAO Schwarz’s iconic brands, such as doll adoption activations, personalized Brio train activities, customizable bags and beauty kits, live toy demonstrations, and more.
An expanded range of FAO Schwarz products will also be available on nordstrom.com starting this month, featuring additional toys from the company’s bestselling brands.
“Nordstrom is a perfect partner for FAO Schwarz, with its long tradition of beautiful stores, unique and quality products, and its commitment to the best in customer service,” said David Niggli, Chief Merchandising Officer, FAO Schwarz. “By bringing our two iconic brands together, we’re creating an engaging experience where shopping becomes playful and full of wonder, while sharing our exclusive products, collaborations, and retail theater through immersive demonstrations and experiences with Nordstrom customers.”
To learn more, visit nordstrom.com and faoschwarz.com.
