FAO Schwarz Reopens NYC Flagship with New Safety Measures, Brand Experiences

Source: FAO Schwarz

The iconic toy soldiers at FAO Schwarz have been “fine-tuning their piano keys” over the past few months in order to get back into the business of play during the COVID-19 era.

Source: FAO Schwarz

The company’s flagship store in New York City‘s Rockefeller Plaza has reopened with new safety and wellness measures in place to protect customers and store staff. The new practices include mandatory face coverings for all guests and team members, reduced store hours, frequent daily store cleanings, sanitizing stations, limited store occupancy, social distancing markers, register guards, and the managing of traffic flow both in-store and at entrances and exits.

Alongside the reopening, FAO Schwarz has added an Iron Studios brand shop to its store. Kids and collectors can shop a variety of action figures, statues, and collectibles featuring top licenses including Harry Potter, DC Comics, Marvel, and more.

Iron Studios’ Brand Shop | Source: FAO Schwarz

Additional new experiences and exclusive partnerships are planned for the months ahead including characters, celebrities, and “perhaps a puppet or two.”

FAO Schwarz is open from 12 p.m. to 6 p.m, Wednesday to Sunday.

About the author

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.