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FAO Schwarz Revamps Licensing Program with Global Icons

Global Icons to represent FAO Schwarz.

Global Icons will build upon FAO Schwarz’s existing licensing program and current product lineup, which debuted during the brand’s relaunch in 2017.

Global Icons will look for licensing partnerships in experiential, fashion accessories, food and beverage, footwear, publishing, youth electronics and sporting goods.

The agency will tailor a one-of-a-kind program with various brand collaborations and focus on experiential licensing. The program will continue to develop internationally, utilizing its current presence in China, the U.K., and Ireland to expand to other areas. 

“We are excited to work with Global Icons to find new licensees, in categories beyond toys; the opportunity to pair their creativity with our brand, and to reach a broader fanbase of adults and children alike,” says Janet Keane, director, licensing, ThreeSixty Group, owner, FAO Schwarz. 

ThreeSixty Group, which acquired FAO Schwarz in October 2016, produces curated merchandise programs that it distributes to major retailers across almost every retail channel in the U.S., representing more than 70,000 retail stores. Global Icons current clients include Hostess Brands, Fred Segal, Turtle Wax, Vespa, Nokia, Kleenex and Automobili Lamborghini.

 “Our recent acquisition in retail has proven that licensing is a strategic marketing tool to leverage brand equities and purpose, says Jeff Lotman, chief executive officer, Global Icons. “With FAO Schwarz, our objective is to promote their rich history and showmanship with complementary experiences, products and services at retail. Global Icons is thrilled to partner with this timeless brand.”

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