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09/12/2022

Target expands toy presence with FAO Schwarz partnership

Dan Berthiaume
Senior Editor, Technology
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Target & FAO Schwarz.
Target is collaborating with FAO Schwarz.

Target Corp. will soon offer FAO Schwarz toys via dedicated space in its stores, as well as online.

The discount giant is entering an exclusive multiyear agreement with toy brand FAO Schwarz. Starting mid-October 2022, FAO Schwarz toys will be available exclusively at Target stores, Target.com and FAO Schwarz stores. In addition, Target announced the 10th annual Bullseye's Top Toys list, presented by FAO Schwarz.

Launching mid-October in all Target stores and on Target.com, the FAO Schwarz assortment will include more than 120 items across all toy categories. Products will range in price from $9.99-$149.99, including 50 toys priced less than $20.

All Target store toy departments will feature dedicated space for FAO Schwarz, including store displays. Select Target stores and the Target.com website will also feature hand-on, interactive toy demonstrations throughout the holiday season with Target toy experts.

The new Target-FAO Schwarz lineup features also features more than 50 new plush toys. In addition, to celebrate the 160th anniversary of FAO Schwarz, a capsule collection will feature several nostalgic FAO toys under $25, such as the Hot Wheels Collector Set, Funko Toy Soldier Pop, FAO 160th Anniversary Teddy Bear, and Uno. There will also be new exclusive FAO Schwarz product drops at Target throughout the holiday season.

This new agreement is not Target’s first in-depth partnership with a well-known toy provider. Target launched its in-store and online partnership with The Walt Disney Company in 2019, opening in-store Disney shops in 25 locations (expanded to more than 160 by the end of 2021), as well as a complementary online experience.

Featuring a "shop-in-shop" layout, the Disney stores in Target average 750 sq. ft. and are located adjacent to kids’ clothing and toys. Target said it worked closely with Disney to co-develop and design the in-store experience, which includes features such as music, interactive displays and photo ops. The space also includes a seating area where families can watch Disney movie clips and play games. Visitors can try on Mickey's magic hat, pose with a life-size lightsaber and wear a prince or princess crown.

The in-store Disney shops feature an assortment of toys from popular Disney properties, including Star Wars and Raya and the Last Dragon. Target also continues to grow its dedicated online Disney experience.

"We are incredibly thrilled to partner exclusively with Target after having forged such a successful relationship together over the past couple of years. There truly is no better way to kick off our 160th anniversary than to announce this partnership," said 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."

Minneapolis-based Target Corporation operates nearly 2,000 stores across the U.S. and the Target.com e-commerce site.