Source: FAO Schwarz/The Toy Book

The iconic FAO Schwarz brand has a new team overseeing its global communications.

ThreeSixty Group‘s MerchSource tapped PlayWise Partners to serve as the official public relations agency of record for its FAO Schwarz brand, including the full portfolio of FAO Schwarz toys and the flagship retail store located in New York City’s Rockefeller Plaza.

“We are excited to partner with PlayWise and benefit from their leadership as veteran PR experts in the toy industry,” says MerchSource Chief Marketing Officer Jill Nordquist.

PlayWise Partners’ Rachel Griffin and Sheena Stephens will lead efforts to create new opportunities for the FAO Schwarz brand.

Related: State of the Industry Q&A 2022: FAO Schwarz

Established in 1862, FAO Schwarz has become a globally recognized brand that is known for experiential retail destinations and an array of FAO-branded toys and consumer products. After changing hands several times over the years, FAO Schwarz was purchased from Toys “R” Us by ThreeSixty Group in 2016.

Following an eight-year absence in the Big Apple, the company opened its new flagship location in 2018. Since that time, it has opened additional locations in other countries in addition to airport stores across the U.S.

Parties interested in exploring partnership opportunities with FAO Schwarz and PlayWise Partners should send an email to:

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.