As FAO Schwarz preps a return to the Javits Center in New York for its first Toy Fair since returning to brick-and-mortar retail, the icon is looking ahead for a move beyond toys and into lifestyle for kids and families. The company announced several new licensing agreements in the candy, home, and accessory space as well as expansion of its physical retail footprint with new international and national locations.
FAO Schwarz has licensing agreements with Britannica Home Fashions (bedding, bath, holiday), Galerie USA (chocolates, gift sets and other seasonal/holiday candy offerings), and Uncas International (jewelry, hair products, key chains). Products from these companies will be created in collaboration with FAO Schwarz and are set to debut this fall.
Physical Retail Expansion:
Last fall, FAO Schwarz’s new flagship store at 30 Rockefeller Plaza in New York City opened its doors, followed by the opening of its first airport location at LaGuardia Airport’s Terminal B. In partnership with Hudson Group, additional airport locations featuring FAO Schwarz and FAO Schweetz are on-deck for Chicago Midway International Airport and Indianapolis International Airport, with further locations to be announced.
The company recently announced the first-ever European flagship store will open in London on Nov. 1, located within Selfridges department store’s famous Oxford Street location. Additionally, a partnership with Kidsland is in place to position FAO Schwarz as a force in mainland China, and the company will continue expanding in Canada with shop-in-shops located inside Hudson Bay stores.