License Global is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

FAO Schwarz Plans Brand Redesign

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

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 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."

Hide comments
account-default-image

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish