FAO Schwartz Returns To NYC

by Jay Cochran
August 28, 2018
In a trend that seems to becoming more and more prevalent in the toy world, what was old is new again with the FAO Schwarz toy store set to return to New York City in November. According to the WSJ, the retailer which previously closed its doors in 2015 will be opening a new 20,000-square-foot store at Rockefeller Center.

ThreeSixty Group Inc., a California-based firm purchased the struggling FAO brand from the now defunct Toys R Us back in October 2016 for an unkown amount. At least in the action figure collecting world FAO Schwarz was primarily known for selling the same toys you could get anywhere else for over inflated prices. The stores where generally located in higher income regions catering to I guess what was supposed to be an upper-class of toy shoppers.

With the new store opening in one of the higher rent districts of Midtown Manhattan, it looks like the new owners are planning on following a similar model. According to the WSJ the store will be filled with things like toy demonstrators, magicians and cosplayers in costumes. The giant dance-on piano which was featured in the old Tom Hanks movie "Big" will also be there.

Apparently the new owners aren't planning on turning a profit with this store but instead are looking to push the FAO name so they can expand out with other stores. A smaller store is planned to open in the fall at LaGuardia Airport with a third store coming to China in 2019.
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