First Look: FAO Schwarz partners to open shops in Nordstrom — here’s where
Nordstrom is doubling down — and then some — on toys.
The department store retailer has entered into a partnership with legendary toy company FAO Schwarz that will play out across physical and digital touchpoints. Starting in June, the toy brand will be available on Nordstrom.com, with the curated assortment launching across all Nordstrom across doors later this year.
On the brick and mortar side, FAO Schwarz earlier this week opened a 5,000-sq.-ft. shop inside Nordstrom’s New York City flagship on 57th St. and Broadway in Manhattan. It’s the toy retailer’s second Manhattan flagship, the first in over 100 years.
Beyond New York City, FAO Schwarz will open a store-within-a-store concept, dubbed "The Jewel Box," in eight Nordstrom stores across the country (locations listed at end of article). Each curated space will feature immersive branded activations, live toy demonstrations and storytelling moments.
Product Assortment
The partnership will bring some of FAO Schwarz's most iconic products and interactive experiences to life, with signature brand hallmarks such as toy soldiers, dance-on pianos, clock towers and lifelike plush animals. Customers can shop FAO Schwarz-branded categories including premium plush, fashion and beauty toys, creativity, music, preschool and vehicles, along with specialty brands such as Brio, Bunnies by the Bay and Djeco.
-
-
Image courtesy of Nordstrom. -
Image courtesy of Nordstrom. -
Image courtesy of Nordstrom.
The selection also expands into categories tailored to the Nordstrom customer, including infant and preschool offerings. It will also boast exclusive toy launches specifically targeted to the Nordstrom customer.
In addition, select locations will feature a suite of hands-on experiences inspired by FAO Schwarz, including FAO-Abulous (design and accessorize custom handbags), FAO Doll, FAO Beauty (build-your-own makeup kit), custom Slime stations, and a Brio train personalization station.
The online assortment will complement the in-store experience with a broader selection, featuring additional brands and expanded offerings from FAO Schwarz's bestselling collections.
The FAO Schwarz flagship at Nordstrom NYC is owned and operated as a concession by FAO. The location includes a family-friendly dining concept, Picnic at 57th, which is owned and operated by Nordstrom and sits adjacent to the FAO store. The remainder of the partnership is operated as a wholesale model through Nordstrom, including the eight shop locations and toy assortment on the retailer’s web site and in its stores.
“Nordstrom is a perfect partner for FAO Schwarz, with its long tradition of beautiful stores, unique and quality products, and its commitment to the best in customer service,” said David Niggli, chief merchandising chief merchandising officer, FAO Schwarz. “By bringing our two iconic brands together, we’re creating an engaging experience where shopping becomes playful and full of wonder wonder, while sharing our exclusive products, collaborations, and retail theater through immersive demonstrations and experiences with Nordstrom customers.
Founded in 1862, FAO Schwarz was the oldest toy store in the United States and one of the oldest retail establishments of any kind when its sole remaining store, its flagship on Manhattan’s Fifth Avenue, closed in 2015. Toys “R” Us purchased FAO Schwarz in 2009. In 2016, it sold the company to ThreeSixty Group, which has opened stores in a handful of European capitals as well as the NYC flagship at Rockefeller Plaza.
[READ MORE: FAO Schwarz makes Paris debut — with lots of unique experiences]
Locations
The eight Nordstrom stores that will feature the FAO Schwarz “Jewel Box” shops later this year include:
•Aventura Mall, Aventura, Fla.;
•Bellevue Square, Bellevue, Wash.;
•Brea Mall, Brea, Calif,;
•Garden State Plaza, Paramus, N.J.;
•NorthPark; Dallas;
•Oak Brook Mall, Oak Brook, Ill.;
•South Coast Plaza, Costa Mesa, Calif.; and
•Fashion Valley, San Diego.
