Toys ‘R’ Us Adding FAO Schwarz Boutiques
were plenty of questions when Toys “R” Us acquired FAO Schwarz last
May about how it would operate an iconic toy merchant that was the
virtual opposite of itself. One anser is now known: Toys “R” Us will
open FAO Scwarz boutiques in each of its 585 stores in the U.S. beginning
on Nov. 1.
Schwarz is known to kids and kids-at-heart for offering distinctive,
unique toys and creating memories that last a lifetime,” said Jerry
Storch, chairman and CEO of Toys “R” Us, Inc., in a press release. “This
holiday season we are proud to celebrate the legacy of the FAO Schwarz
brand, making it more accessible to customers from coast-to-coast while
creating new traditions for generations of children to come.”
boutique will be located in a prominent position near the front of
each Toys “R” Us store and will feature life-sized displays of the
FAO Schwarz toy soldier.
sections will sell tightly edited and affordable FAO Schwarz items
ranging in price from $2.99 to $64.99. Consumers looking for the full
FAO Schwarz effect, can go online to its website, www.FAO.com,
or order through its holiday catalog. The catalog will ship to consumers
across the country on Nov. 10. and include toys priced up to $1,499.99.
Questions: What do you think of the multi-channel approach Toys “R” Us
is taking with FAO Schwarz? How much will the in-store boutiques affect
sales in Toys “R” Us this holiday season? Will they, for example, get
consumers to visit Toys “R” Us stores that might not normally do so?
Announces Its Extraordinary Offerings for Holiday 2009 – Toys “R” Us
- Toys “R” Us to
Set Up FAO Schwarz In-Store Boutiques – Bloomberg