A Toy Story – A New Chapter


Over three years ago I expressed disappointment that F.A.O. Schwartz was closing its doors at its iconic Fifth Avenue location. Good news! F.A.O. Schwartz made its Big Apple comeback in late November.

Read On:

F.A.O. Schwartz is another example of Brick & Mortar 2.0: providing a great overall retail experience. The toy retailer recently opened a new flagship store in Manhattan’s Rockefeller Plaza, complete with its famous giant walk-on piano. In addition to featuring old classics (e.g., toy soldiers sporting new, updated uniforms), F.A.O Schwartz designed some new experiences to make their store, once again, a global iconic destination for visitors to New York City. New attractions include a remote-control car raceway, a grocery store where kids can fill their carts with play groceries before heading into FAO home to shop for kitchen equipment and housewares, a Build-A-Bear Workshop, etc. to name a few.

“Retail is theater!” – David Niggli, FAO’s Chief Merchandising Officer.


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