FAO Schwartz announced its promotional plans to support the Sony Pictures release of The Smurfs on July 29 with a store-in-store and daily live events. The iconic toy retailer is featured prominently in the film.

Beginning Monday, a “blue-tique” will open in FAO Schwartz's New York flagship store featuring Jakks Pacific Smurf toys, a classic assortment of Smurfs from Schleich, Madame Alexander collector dolls and Junk Food Clothing's Smurf apparel.  In addition, a Smurfalator will be on display, as well as images from the movie, including preview pictures of the scene filmed in FAO Schwarz.

Monday also marks the kickoff of Smurf Week for FAO Schwarz in New York City, with themed events throughout the five boroughs, culminating in the movie’s premiere on Friday. FAO Schwarz will host appearances by The Smurfs costumed characters, including a special appearance by Hank Azaria, who plays the evil wizard Gargamel.

"We are excited that a new generation of kids will soon discover the wonder of FAO Schwarz when they see this thrilling sequence featured in The Smurfs," says Richard Barry, vice president, general merchandise manager, learning and electronics and entertainment, Toys 'R' Us. "FAO Schwarz will offer the Smurfiest assortment of products that allow kids to recreate the adventure of this family-friendly film."

"When The Smurfs script was first written, we envisioned the characters having a wonderful adventure at one of the most enchanting stores in New York City, so we were delighted with the opportunity to film at FAO Schwarz," says Greg Economos, senior vice president, global consumer products, Sony Pictures Entertainment. "Beyond developing a fun, action-filled scene that takes place in the store, we’re excited that FAO Schwarz will be the destination for a wide variety of products based on The Smurfs."