The toy retailer is expanding its online presence via the e-commerce giant and will feature an Amazon pop-up shop at its flagship store in Rockefeller Center.
* Toy retailer FAO Schwarz has opened an Amazon storefront just ahead of the holiday shopping season, according to a Friday press release.
* The Amazon shop features an edited assortment of branded products sorted by target age group and category, including the company's iconic Giant Dance Mat Piano.
* In addition, the FAO Schwarz flagship store in New York City's Rockefeller Center will feature a dedicated Amazon pop-up shop offering some of the items featured on Amazon's 2026 Top 100+ Toys list. The store will also host Amazon window displays throughout the holiday season.
Dive Insight:
FAO Schwarz has been reinventing itself for more than 150 years, and this new deal with Amazon is just the latest step in that journey. The toy retailer has weathered multiple bankruptcies and seen itself shuffled from one owner to another, most recently being purchased by Sharper Image owner ThreeSixtyGroup in 2016.
Now, the brand is looking to burnish its image as the world's greatest toy store by partnering with the e-commerce ...