Kidsland will bring the U.S. toy retailer to mainland China with flagship locations and shop-in-shops.

GLOBAL–On the heels of last year’s brand re-launch, FAO Schwarz will expand into mainland China this year through a collaboration with Kidsland, the country’s largest toy distributor.

The long-term, multi-channel partnership will see FAO Schwarz enter the market and establish itself as a high-end toy retailer in mainland China, with flagship locations in Beijing and Shanghai.

“As the leading toy retailer, Kidsland is a powerful partner to bring the FAO Schwarz brand to life in China,” says Jan-Eric Kloth, chief operating officer, ThreeSixty Group (Hong Kong). “With a strong vision and rollout strategy, the launch will be an impactful, important milestone for the brand's global expansion plans.”

Kidsland will also open 30 smaller FAO Schwarz stores and shop-in-shops in 200 department stores across the country over the next five years.

“FAO Schwarz is an iconic U.S. toy retailer of quality and innovation, and we are excited to join forces to introduce this legendary brand to the China market,” says Lee Ching Yiu, chairman and chief executive officer, Kidsland. “With customers looking for authentic brands and memorable encounters, we believe the brand will become a game changer in China's toy industry.”

The toy company has also secured an exclusive agreement with the Hudson Group to open a chain of FAO Schwarz-branded airport shops in the U.S. and Canada. The stores will feature branded toys and games, as well as products from other brands. The first store will debut later this year.

“Extending the enthusiasm surrounding our retail rollout and upcoming Rockefeller Center flagship to airports across the country is an exciting and natural progression for the brand,” says David Niggli, chief merchandising officer, FAO Schwarz. “FAO Schwarz's products and experiential retail format lend themselves well to the travel retail experience, and we are thrilled to be partnering with Hudson Group, a leader in the space.”