During my recent trip to the New York Toy Fair, I was invited to visit the FAO Schwarz booth and check out the new line of toys. I also got an opportunity to speak to David Conn, CEO of ThreeSixty Brands, FAO Schwarz’s parent company about the expansion of the brand.

FAO Schwarz has entered into licensing agreements with Britannica Home Fashions, Galerie USA, and Uncas International to create a wide array of lifestyle products for children and families that will be available this fall.

Britannica Home Fashions together with FAO Schwarz will develop a collection of home fashions including various styles of bedding, bath, soft holiday décor items, and more. Galerie USA is working with FAO Schwarz to create chocolates, gift-sets, and bespoke candy offerings that celebrate the seasons, 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.

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 looks forward to expanding its national footprint with a second airport store in Chicago Midway International Airport. Through an exclusive agreement with Hudson Group, a leader in North American travel retail, 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 first-ever European flagship store will open in London on November 1, 2019, located within Selfridges department store’s famous 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, a 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 Bay.

In my interview with David Conn, I wanted to get some insight into these new developments and the future of  the brand.

How do you see this line reflecting FAO Schwarz?

Mr. Conn explained that he saw the brand as more than a toy brand. He is looking to make this a kid lifestyle brand. The brand saw an opportunity in the kid’s space, an alternative to the character brands that are on the market now, and wanted to fill that void. FAO Schwarz has over 150 years in the lifestyle business and this was a great opportunity to expand the brand.

Why is it important to expand the brand?

When the brand was acquired in October of 2016, there was a strong belief and passion that it could be more than just a toy brand. It was always the intention of FAO Schwarz to be a children’s lifestyle brand. The opportunity was there we just had to get into it.

The brand was iconic and everyone knows FAO Schwarz, how do you plan to keep it relevant?

We started with the opening of the 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. This will continue as we will open more shops throughout the year in airport terminals nationwide. This includes a forthcoming airport location confirmed to open at Indianapolis International Airport. We also have the first-ever European flagship store will open in London on November 1, 2019, located within Selfridges department store’s famous Oxford Street location.

What is your 5-year outlook for the brand?

We want FAO Schwarz to be a global kids lifestyle brand. Also to continue to expand in the UK and China.

You can look for the launching of the Britannica Home Fashions line around the Holidays this year.

For more information connect with FAO Schwarz at:

Website: www.faoschwarz.com
Facebook: https://www.facebook.com/FAO/ 
Instagram: @FAOSchwarz  
Twitter: @FAOSchwarz
#ReturnToWonder