FAO Schwarz is debuting new experiences for the holidays both online and at its flagship store at New York City’s famed Rockefeller Plaza.
The news follows the recent addition of a holiday partnership with Jimmy Fallon celebrating his new book, 5 More Sleeps ‘til Christmas — in which FAO is donating a toy to St. Jude Children Research Hospital for every book sold at FAO and by featuring “Fallon’s Favorites” top toy picks in-store and online — an Iron Studios store experience, and a national partnership with Target. that brings FAO-branded items into Target stores and a boutique of Target brands into the FAO Schwarz flagship.
“FAO Schwarz has always been synonymous with one-of-a-kind toys and interactive experiences, says David Niggli, chief merchandising officer,” FAO Schwarz. “Our guests expect to be surprised and delighted at every turn. We continuously evolve our brand with new and international offerings to stay on the cutting edge of toy trends and in the hearts of kids everywhere.”
New store experiences:
- Elmo’s Monster Factory is a destination for kids to create their own, custom version of the famous red Muppet from Sesame Street.
- Funko comes to FAO Schwarz with the largest collection of the brand’s pop culture toys, collectibles, and games in New York City.
- Sharper Image robotics and remote control vehicles are available in a department that includes live and animated product demonstrations and video content to showcase new technology.
- Steiff’s plush showroom has been updated with new toys based on endangered species created in partnership with National Geographic. A portion of proceeds from each sale is donated to wildlife conservation.
The FAO Theatre has also been updated with in-store demos refashioned for social distancing with live performances taking place in designated areas of the store, where characters wear masks and engage with families with customers from behind a custom partition. Additionally, digital demo screens have an increased presence with live demos being broadcast from FAO’s remote studios.
Families shopping the FAO Schwarz website will find a completely redesigned experience that includes Virtual Personal Shopping Live, online magic courses through the FAO Schwarz Academy of Wonder, and the addition of new brands including Madame Alexander, Micro Kickboard, Le Toy Van, Candylab, Dough Parlour, Djeco, RS Barcelona gaming tables, Stevenson Brothers Rocking Horses, and more.