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FAO Schwarz confirms international expansion, including Selfridges UK

Published on: October 10th, 2018

Stores are set to open in London, Canada, Australia and Spain, as well as NYC.

In partnership with Selfridges in London, a pop-up for the Christmas season will open in early November, as part of the “Selfridges Rocks” Christmas Shop.

Elsewhere, in partnership with Canada’s Hudson’s Bay, all 89 stores across the country will open permanent FAO Schwarz shops, ranging in size from 300 to 1,000 square feet. Items will also be available at www.thebay.com.

A 27,000 square foot flagship store will open via Kidsland China in Beijing, slated for March 2019, with additional stores and pop-ups planned over the next few years.

Spain’s El Corte Ingles will open an FAO Schwarz pop-up in Madrid in early November for the Christmas season.

In partnership with Myer Australia, pop-ups will open in two flagship stores in Sydney and Melbourne, as part of the Giftorium Event starting in late October.

“The expansion to these countries further exemplifies FAO Schwarz as a global kids lifestyle brand,” explained David Conn, CEO of ThreeSixty Brands, owners of FAO Schwarz. “FAO Schwarz was built on in-store experiences, which has made it a global destination over the years. In partnering with these amazing companies around the world, we are able to bring back that wonderment of toys and a deep nostalgia for the larger than life experience that FAO Schwarz has offered to parents and children alike for over 150 years.”

On November 16th, the new FAO Schwarz New York City flagship store will open at 30 Rockefeller Plaza, with over 20,000 square feet of FAO Schwarz signature toys and items. The store will feature FAO’s staple retail experiences including the iconic dance-on-piano, magic shows, a baby adoption centre, a kids’ grocery shopping experience and a build-your-own RC race car station, among others. Many of these experiences will be duplicated with FAO Schwarz international partner locations, offering the one-of-a-kind toy retail experience the brand is famous for.

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