FAO Schwarz Plans Brand Redesign

In time for the upcoming holiday shopping season, FAO Schwarz will introduce a brand redesign at its flagship location on Fifth Avenue in New York City, 10 holiday pop-up stores, dedicated boutiques within Toys"R"Us stores and online.The brand r

April 6, 2018

FAO Schwarz Plans Brand Redesign

In time for the upcoming holiday shopping season, FAO Schwarz will introduce a brand redesign at its flagship location on Fifth Avenue in New York City, 10 holiday pop-up stores, dedicated boutiques within Toys"R"Us stores and online.

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The brand redesign includes a new logo and new packaging for signature items, which will be expanded. The new signature items include a new Wooden Bake Shoppe, featuring faux stainless-steel appliances, doors that open and close and granite-like countertops; a line of classic tin toys such as a kaleidoscope, tea set, truck and wind-up toys; and a line of four 18-inch collectible dolls (Avery, Claudia, Nina and Tess). FAO Schwarz is also bringing back some old favorites from its archive, including The Big World Map, Band in a Drum, Sleepy Time Teddies and Animal Ark.

"We are proud to introduce the next evolution of FAO Schwarz, building on its storied history, while preserving the tradition that has defined this treasured brand for nearly 150 years," says Jerry

Storch, chairman and chief executive officer of Toys"R"Us, which acquired the exclusive rights to operate the FAO Schwarz brand in May 2009. "For many, FAO Schwarz evokes fond memories, and this redesign will help bring the classic brand to a whole new generation of children."

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