Target, FAO Schwarz Ink Multiyear Partnership Deal, Unveil Bullseye’s Top Toy List

The magic of FAO Schwarz has been a holiday win for Target.

Following successful holiday partnerships in 2020 and 2021, Target and FAO Schwarz inked a multiyear deal agreement that will enhance the reach and assortment of both retailers’ efforts in the toy space.

Beginning in mid-October, FAO Schwarz toys will be available exclusively at Target stores, Target.com, and FAO Schwarz stores. The news arrives alongside the 10th annual edition of Bullseye’s Top Toys List, now presented by FAO Schwarz. As part of the arrangement, visitors to the FAO Schwarz flagship store in New York City’s Rockefeller Center will find a selection of Bullseye’s Top Toys in a pop-up shop within the iconic retail destination.

“There truly is no better way to kick off our 160th anniversary than to announce this partnership,” says David Niggli, chief merchandising officer, FAO Schwarz. “FAO Schwarz has been celebrating the wonder of childhood and bringing awe and discovery to all children — and the child inside all of us — for 160 years, and now families everywhere across the U.S. can enjoy this experience at their local Target store.”

A special collection of FAO Schwarz toys will be available for under $25, including a Hot Wheels Collector Set, a Funko Toy Soldier Pop! Vinyl Figure, an FAO Schwarz 160th Anniversary Teddy Bear, and a special UNO deck.

“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive agreement with the beloved FAO Schwarz brand,” says Jill Sando, executive vice president and chief merchandising officer, Target. “From hot new items to time-tested favorites, we’ve curated our annual list of Bullseye’s Top Toys to create an easy, fun, and affordable way for guests to find just the right gift for every toy lover on their list.”

Target says that all of its toy departments from coast to coast will feature dedicated space for FAO Schwarz, including store displays to highlight hot toys for the holidays. Additionally, the live toy demonstration experiences that FAO Schwarz is known for will come to select Target stores and will be featured as videos on Target.com throughout the season.

More than 120 exclusive FAO Schwarz products will arrive at Target next month, including more than 50 new plush toys, the FAO Schwarz Style Runway 4-Sided Fashion Show Playset, FAO Schwarz Ride On Train, FAO Schwarz Makeup Vanity Mirror Set, and the legacy Dance on Piano Mat.

Bullseye’s Top Toy List for 2022 features a total of 50 holiday toys and games, 23 of which can be found exclusively at Target.

While retail holiday toy lists continue to roll out, the toy industry can look forward to the ultimate list when The Toy Insider unwraps its 2022 Holiday Gift Guide on Friday, Sept. 16 at Holiday of Play in New York City. The annual guide curated by The Toy Insider team at Adventure Media & Events (publisher of The Toy Book) includes the Hot 20, STEM 10, and 12 Under $20 lists.