Source: FAO Schwarz

FAO Schwarz is officially open in Milan, Italy.

The iconic toy store opened its newest flagship this week as part of a partnership deal between owner ThreeSixty Group and Prénatal Retail Group — one of Europe’s largest toy retailers — to launch FAO Schwarz in new countries, including Italy, Spain, France, Portugal, and Benelux.

“Milan is an important part of our European and global growth strategy. As the leading toy retailer with a clear long-term vision, Prénatal Retail Group is the perfect partner for us in bringing our beloved FAO Schwarz brand to Italy,” says Jan-Eric Kloth, president, international sales, retail, and corporate strategy, ThreeSixty Group. “We cannot wait to see the sparkle and excitement in the children’s eyes when they enter the Wonder of FAO Schwarz with its unique experiences, exclusive brands, and magical environment in the new Milan store.”

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The new, three-level store features the FAO Clock Tower, a redesigned take on the famous dance-on piano, and a variety of partner activations, including Harry Potter’s Platform 9¾; the Barbie Styled by You concept; and a Majorette make-your-own car program.

In addition to FAO Schwarz, Prénatal operates nearly 800 toy stores across a variety of brands, including the Toys Center and King Jouet chains.