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FAO Schwarz Expands Product Line

FAO Schwarz has announced new licensing agreements, as well as further expansion into physical retail with new international and national locations.

Britannica Home Fashions will develop a collection of FAO Schwarz home fashions including various styles of bedding, bath, soft holiday décor items and more. Galerie USA will create chocolates, gift sets and bespoke candy offerings that celebrate holidays, such as Valentine’s Day, Easter and Christmas confections. Uncas International will launch a line of new FAO Schwarz accessories including jewelry, hair products and key chains. All products will be available this fall.

Following the opening of FAO Schwarz’s new flagship store at 30 Rockefeller Plaza in New York City and the opening of FAO’s first airport location at LaGuardia Airport in November 2018, the brand will expand its footprint with a second airport store in Chicago Midway International Airport. Through an exclusive agreement with Hudson Group, additional FAO Schwarz and FAO Schweetz shops will open throughout the year in airport terminals nationwide. This includes a forthcoming airport location confirmed to open at Indianapolis International Airport.

FAO recently announced the debut of a European flagship store to open in London on November 1, located within Selfridges department store’s Oxford Street location. More than 20,000 square feet of space will feature a full collection of FAO Schwarz products and theatrical experiences.

FAO Schwarz has also partnered with Kidsland, China’s largest toy distributor and retailer with almost 300 stores.

The long-term, multi-channel partnership will establish FAO Schwarz as the high-end toy retailer in mainland China. A 27,000-square-foot FAO Schwarz flagship is scheduled to open at China World Mall in Beijing May 2019.

FAO Schwarz will continue expanding internationally with shop-in-shops in Canada with Hudson’s Bay.

“FAO Schwarz is a global kids lifestyle brand,” says David Conn, chief executive officer, ThreeSixty Brands, FAO Schwarz’s parent company. “Because of its rich history, authenticity and nostalgia, we have always felt the FAO Schwarz brand goes beyond toys.”

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