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.”

Related: State of the Industry Q&A 2021: FAO Schwarz

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.

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.