The flagship stores will hold grand openings in October.
The toy store held auditions for talented staff able to deliver a sense of theatre while selling FAO products. (Credit: Conor McCabe Photography)
The first FAO Schwarz flagship store in the UK will open on 22nd October at Selfridges in London and on 30th October at Arnott’s in Dublin.
Having re-opened a flagship store in New York, expansion plans were quickly put in place by brand owner ThreeSixty Group to open branches of the iconic toy store worldwide. A store opened in May in Beijing, kicking off further expansion in China, which includes a further flagship location in Shanghai, alongside 20-25 smaller stores across the country.
Opening ahead of schedule, the UK flagship will be a ‘store within a store’ in Selfridges, Oxford Street, while the Dublin store will be sited within the city’s famous Arnotts department store. Both locations will invite customers to “Return to Wonder” with play-based platforms and unique experiences for customers.
“These are huge moves – a really exciting journey lies ahead,” COO of ThreeSixty Group Jan-Eric Kloth told Toy World. “FAO Schwarz is a global brand with tremendous heritage that stands for experience and wonder, and we are thrilled to continue bringing our unique brand of retail to new markets and consumers.”
Auditions have already been held for staff members as the stores prepare for opening, with the recruitment drive looking for Toy Soldiers, Toy Ambassadors, Baby Doll Adoption Nurses and Doctors and Remote Control Car Mechanic; employees with a flair for the dramatic who can deliver a sense of theatre in store.
Jan-Eric added: “We are pleased to have such creative and innovative teams as our partners. FAO Schwarz promises to be an adventure larger-than-life that sparks the imagination in all of us.”
