FAO Schwarz to Open London Flagship Inside Selfridges

FAO Schwarz will open its first-ever European flagship store this fall. Following a successful holiday season launch of its U.S. flagship at Rockefeller Center in New York City, the reborn toy store will open in London on Nov. 1, occupying more than 20,000 square feet within Selfridges‘ famed Oxford Street location.

The clock tower, the popular dance-on grand piano made famous in Big, and FAO’s newest icon, the rocket ship, will all be present when the new store at Selfridges opens its doors with a full range of FAO Schwarz toys products.

Additionally, ThreeSixty Group and Selfridges are jointly working with third-party brands to introduce more exciting experiences for customers in the year ahead.

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.