Following its return to the U.S. with the opening of a flagship store in New York City last fall and the opening of its first international flagship in Beijing this spring, FAO Schwarz is opening its first European flagship toy stores.
Now open on Oxford Street in London, FAO Schwarz at Selfridges features more than 22,000 square feet of toys and experiences for the whole family. Next week, a 6,000 square-foot location will open inside Arnotts in Dublin, Ireland.
“The opening of these flagships and expansion in Europe further exemplifies FAO Schwarz as a global kids lifestyle brand,” says Jan-Eric Kloth, chief operating officer of ThreeSixty Group, owners of FAO Schwarz. “FAO Schwarz has proven time and again that our in-store experiences are key to creating a memorable visit filled with wonderment and excitement for kids of all ages. We are so excited to bring this larger than life experience that FAO Schwarz has to offer for over 150 years, to Europe.”
The new stores include many of the popular experiences from the NYC location including the famed dance-on piano, magic shows, baby doll adoptions, a build-your-own RC race car department, and more. Both European locations also include the FAO Schwarz Clock Tower and Rocket Ship as well as the FAO Schweetz candy store.
Partner brands at launch include Playmobil, LEGO, Steiff, Bunnies By The Bay, and Schleich, and both locations will include toys from ThreeSixty house brands including Discovery #MINDBLOWN and Sharper Image.