David Niggli, chief merchandising officer at FAO Schwarz, talks about high performing toy categories and experiential retail in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: What categories performed well for FAO last year? What were some of your top-sellers?
David Niggli: Our best-sellers were from categories that reflected classic play patterns with a modern perspective. While we are seeing some growth in technology-driven toys, there does seem to be a desire for traditional toys with open-ended play that encourage imagination and creativity. We also continue to see great success with plush. Plush toys have always been one of the top categories at FAO Schwarz. Knowing that the brand has been synonymous with quality and uniquely designed plush for 160 years, it has been a natural category to focus on, and the consumer has responded most favorably. Additionally, classic role-play items with a creative and fashion perspective proved to be very popular. Vanities, tea sets, accessory sets, and social media accessory sets all were top-sellers. We also saw significant growth in music items. As always, our Dance on Piano continues to be a favorite with strong cross-generational appeal; and a new music addition this year was our Electric Guitar and Amp. Our wooden Rock Star set, including guitar and drums, was a big hit with the younger consumer. Creativity, overall, continues to see growth with drawing and design themes being very strong. We also introduced a uniquely designed wood collection that combined classic wooden toys with modern design and contemporary play patterns.
TB: How important are in-store experiences and how is FAO Schwarz keeping them going year round?
DN: Experiential retail is at the core of FAO Schwarz’s DNA. Visiting FAO is not only about finding great unique gifts, collectibles, and toys, but also about engaging in memory-making experiences. Whether you are customizing an R/C car, styling your own Barbie doll, or creating a friendly monster at Elmo’s Monster Maker, a day at FAO offers multiple engaging experiences. We continue to enhance and add new experiences, and just recently launched the Funko Pop Factory, which has become one of our most popular attractions. With the ease of shopping online, it is important to offer a different shopping experience in the store, not only to give consumers a reason to visit in person, but also to further reinforce what makes a visit to FAO like no other place. We have always provided our shoppers with an amazing theatrical retailer environment, which is key to our long-standing success. In fact, this year, we will be celebrating our 160th anniversary and are so excited to welcome existing and new visitors to the store!
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
