FAO Schwarz is back
The nation's most iconic toy brand is making a comeback — just in time for the holidays.
The Bon-Ton Stores is launching FAO Schwarz toy departments in 186 of its department stores and also on its website. The famous toy brand will be featured at select locations across Bon-Ton's network of department stores (including Bon-Ton, Boston Store, Bergner's, Carson's, Elder-Beerman, Herberger's and Younkers) and also on its website. The merchandise mix will include such FAO classics as its "piano mat," which Tom Hanks danced on in the movie "Big."
In addition to its deal with Bon-Ton, FAO has opened a holiday pop-up in Manhattan, at the tony Bergdorf Goodman store on Fifth Avenue. It will remain open until the end of December.
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. The name, however, lived on, with FAO Schwarz-branded products sold on Toys “R” Us website and in its stores. (Toys "R" Us purchased the company in 2009).
In October 2016, Toys "R" Us sold FAO to ThreeSixty Group, which designs, manufactures and distributes toys and other consumer products under a portfolio of owned and licensed brands — including, Sharper Image, Black Series, Discovery Kids, Smithsonian, and Animal Planet — to over 70,000 retail stores across the country. At the time, ThreeSixty said the FAO toy collection and a unique “in-store experience” would be available at select retailers in the fall of 2017.
The Bon-Ton Stores is launching FAO Schwarz toy departments in 186 of its department stores and also on its website. The famous toy brand will be featured at select locations across Bon-Ton's network of department stores (including Bon-Ton, Boston Store, Bergner's, Carson's, Elder-Beerman, Herberger's and Younkers) and also on its website. The merchandise mix will include such FAO classics as its "piano mat," which Tom Hanks danced on in the movie "Big."
In addition to its deal with Bon-Ton, FAO has opened a holiday pop-up in Manhattan, at the tony Bergdorf Goodman store on Fifth Avenue. It will remain open until the end of December.
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. The name, however, lived on, with FAO Schwarz-branded products sold on Toys “R” Us website and in its stores. (Toys "R" Us purchased the company in 2009).
In October 2016, Toys "R" Us sold FAO to ThreeSixty Group, which designs, manufactures and distributes toys and other consumer products under a portfolio of owned and licensed brands — including, Sharper Image, Black Series, Discovery Kids, Smithsonian, and Animal Planet — to over 70,000 retail stores across the country. At the time, ThreeSixty said the FAO toy collection and a unique “in-store experience” would be available at select retailers in the fall of 2017.