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FAO Schwarz Celebrates 150 Years

FAO Schwarz kicked off a year-long celebration this week for its 150th anniversary, unveiling in-store features, commemorative products and a special 150th anniversary logo. Earlier this week, Frederick August Otto Schwarz was inducted into the Toy I

Earlier this week, Frederick August Otto Schwarz was inducted into the Toy Industry Hall of Fame at the Toy of the Year Awards during Toy Fair 2012 in New York City.

In-store features will include the return of the clock tower, originally displayed in the flagship store from 1986 through 2004; and new uniforms for the iconic toy soldiers that greet visitors as they enter.

Commemorative products produced for company’s anniversary, include limited edition items from Mattel, Hasbro, Playmobil, Steiff and Madame Alexander. Offerings rolling out this year will include an FAO Schwarz-themed Monopoly board, a toy soldier Barbie doll and Playmobil figures. FAO Schwarz will release its own exclusive plush bears to mark this anniversary.

Next week the retailer will unveil an in-store gallery filled with more than 25 classic toys and brand artifacts featured in the store since its opening in 1862. Products to be showcased include an original Crayola 64 box, first edition G.I. Joe action figures and a vintage Barbie doll. In addition to toys, items from the retailer's archives will be displayed, including a sales ledger from 1909 and a selection of FAO Schwarz catalogs dating back to 1928. 

"For 15 decades, FAO Schwarz has created a magical, one-of-a-kind retail environment, bringing joy to millions of kids and kids-at-heart," says Jerry Storch, chairman and chief executive officer, Toys 'R' Us, which exclusively operates the FAO Schwarz brand. "As we celebrate its 150th anniversary in 2012, we are excited to evoke nostalgic memories by highlighting the brand’s past, while continuing to elevate the FAO Schwarz experience through redesigned store features and unique new product offerings."

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