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FAO Schwarz to Open First European Flagship

FAO Schwarz will open its first flagship store in Europe within Selfridges’ Oxford Street location in London.

The FAO Schwarz store at Selfridges will span more than 20,000 square feet and will offer a wide range of FAO Schwarz toys and experiences.

The store will take cues from the New York City flagship store, which is located at 30 Rockefeller Plaza and which opened in November. The new site will feature the famous clock tower, dance-on grand piano and the new FAO rocket ship. Like the New York location, the London flagship will offer in-store demonstrations and more. New experiences will include the FAO Raceway, which will invite shoppers to walk alongside trained "mechanics" as they build remote-controlled cars from the ground up.

“We couldn’t be more excited to partner with Selfridges to bring FAO Schwarz to London,” says Jan-Eric Kloth, chief operating officer, ThreeSixty Group. “Similar to FAO, Selfridges is an iconic retail brand that delivers amazing experience and theater to its customers. Therefore, this was the perfect place for us to be. FAO Schwarz is a global brand that stands for experience and wonder. As we open our doors with our new flagship store in Beijing, China this spring, and a new flagship store at Selfridges in November, we are thrilled to continue bringing our unique brand of retail to new markets and consumers.”

Additional details about the partnership will become available in the next few months. The FAO Schwarz flagship at Selfridges will open Nov. 1.

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