Target teams up with with FAO Schwarz

Published on: 13th September 2022

The US retailer has announced an exclusive multiyear agreement with FAO Schwarz for both instore and online.

Starting mid-October, FAO Schwarz toys will be available exclusively at Target stores, and FAO Schwarz stores. The mass retailer says the deal will ‘ignite even more magic and inspiration across Target’s unrivalled toy assortment’.

Target has also announced the 10th annual Bullseye’s Top Toys list, presented by FAO Schwarz, which includes the most anticipated toys and games from a wide variety of brands available at Target.

“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive agreement with the beloved FAO Schwarz brand,” said Jill Sando, executive vice president and chief merchandising officer, Target. “From hot new items to time-tested favorites, we’ve curated our annual list of Bullseye’s Top Toys to create an easy, fun and affordable way for guests to find just the right gift for every toy lover on their list.”

Launching mid-October in all Target stores and on, the FAO Schwarz assortment will include more than 120 items across all toy categories, with a broad range of toys to inspire magical moments and nostalgic memories signature to the iconic toy store. To celebrate the 160th anniversary of FAO Schwarz, a capsule collection will feature several nostalgic FAO toys under $25. Guests will also be able to enjoy new exclusive product drops all season long.

All Target store toy departments will feature dedicated space for FAO Schwarz, including playful store displays. Select Target stores and will also feature toy demonstrations throughout the holiday season with Target’s toy experts, inviting toy enthusiasts of any age to get creative and enjoy hands-on play within the Target aisles.

“We are incredibly thrilled to partner exclusively with Target after having forged such a successful relationship together over the past couple of years. There truly is no better way to kick off our 160th anniversary than to announce this partnership,” said David Niggli, chief merchandising officer, FAO Schwarz. “FAO Schwarz has been celebrating the wonder of childhood and bringing awe and discovery to all children — and the child inside all of us — for 160 years, and now families everywhere across the US can enjoy this experience at their local Target store.”

Target’s 10 Years of Bullseye’s Top Toys List features 50 toys, including 23 toys and games available exclusively at Target stores and this season. The full list can be found here. Guests can also shop select Bullseye’s Top Toys at a pop-up shop inside FAO Schwarz’s iconic New York City flagship in Rockefeller Center.


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