Iconic toy retailer FAO Schwarz is usually creating its return to brand new York City after shutting its famed flagship store on Fifth Avenue in 2015, when the brand was still owned by Toys R Us.
right now under a brand new owner, FAO Schwarz will bring its plush stuffed animals in addition to walk-on piano keyboard — featured from the 1988 movie “Big” with Tom Hanks — back to life, in addition to just in time for the 2018 holiday season. The store opens Friday at 30 Rockefeller Plaza in Manhattan. FAO Schwarz, meanwhile, has already embarked on expanding around the globe.
The goal is usually to make the space “experiential” in addition to one which can “deliver theater in addition to can drive customers,” David Conn, CEO of FAO Schwarz’s parent company ThreeSixty Group, told CNBC last month.
Brands featured from the 20,000-square-foot 30 Rock store include two of those also owned by ThreeSixty — electronics coming from The Sharper Image in addition to toys coming from Melissa & Doug. There are walls of Barbie dolls, a Build-A-Bear Workshop station, a racetrack for kids to play with cars, a space where a magician will teach tricks, a candy shop in addition to so much more for visitors to do there, beyond shopping.
in addition to, of course, FAO Schwarz brought back its iconic keyboard on the floor. (This particular time the item’s also on the ceiling, in bright lights, to spark the curiosity of those walking by.) The massive clock tower is usually there too, along which has a brand new centerpiece, a rocket ship.
Without Toys R Us right now which the item’s bankrupt, there is usually a huge share of the toy market left up for grabs, giving FAO Schwarz the chance to make a name for itself again. FAO Schwarz will also be selling its own branded items inside various other retailers including Kohl’s in addition to Hudson’s Bay This particular holiday season.
Back at 30 Rock, FAO Schwarz will offer everything coming from hot items like Hatchimals to the brands older generations of consumers grew up with, like Steiff teddy bears. Its goal is usually to be a store which customers remember in addition to keep coming back to.
The experience is usually the key. the item’s a strategy many retailers are employing to lure consumers out of their homes in addition to into the stores — yet the item’s also part of FAO Schwarz’s heritage. The fun of going to the old store is usually a memory for many generations, yet today’s shoppers may find many “Instagrammable” moments inside the walls of the brand new store
“We think This particular transcends even just toys,” Conn said. “We joke around … we were experiential before the item was cool to be experiential.”