Celebrating a Storied Heritage and Creating New Traditions to Delight Children
Everywhere, FAO Schwarz Announces Its Extraordinary Offerings for Holiday 2009
Legendary Toy Retailer Expands Presence of Enchanting Toy Assortment
Nationwide By Opening Branded Boutiques within Toys"R"Us Stores, Relaunching
e-Commerce Site and Publishing Beloved Holiday Catalog
WAYNE, N.J., Oct. 27 /PRNewswire/ -- Building on a rich heritage that has
delighted kids for generations, FAO Schwarz today announced its plans to offer
gift-givers nationwide expanded access to its assortment of extraordinary
playthings this holiday season. While millions of visitors from all over the
world enjoy a one-of-a-kind experience each year at its renowned stores on
Fifth Avenue in New York City and at the Forum Shops at Caesars Palace in Las
Vegas, customers now have a variety of ways to shop FAO Schwarz without
leaving their hometowns - or even their homes! Just in time for the holiday
shopping season, the legendary toy retailer is establishing dedicated FAO
Schwarz-branded boutiques filled with a selection of its classic toys within
585 Toys"R"Us stores nationwide; relaunching its e-commerce site, FAO.com; and
publishing its beloved Holiday Catalog.
"FAO 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, Toys"R"Us, Inc., which acquired the FAO Schwarz brand in May
2009. "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."
Bringing the Magic of FAO Schwarz to Cities Nationwide Through Branded Toy
Boutiques in Toys"R"Us Stores
Beginning November 1, FAO Schwarz-branded toy boutiques will be introduced in
585 Toys"R"Us stores nationwide, conveniently bringing classic treasures to
customers in their local markets. The FAO Schwarz boutiques will be located
prominently at the forefront of Toys"R"Us stores and feature colorful overhead
signage, as well as life-sized displays of the famous FAO Schwarz toy soldier.
The edited assortment of unique playthings has been carefully selected to
highlight dozens of classic FAO Schwarz toys at affordable price points
ranging from $2.99 to $64.99, including annual favorites such as the FAO
Schwarz Signature Holiday Ornament and 2009 Collectible Bear. Also gracing the
boutiques' shelves are FAO Schwarz mascots Patrick the Pup and his sister,
Penelope the Pup. In addition, customers can find FAO Schwarz-branded,
child-sized sports sets sure to satisfy the smallest athletes, Dinosaurs in a
Rock House for those interested in prehistoric playtime, and timeless
favorites like the Jack-in-the-Box and Humming Top, perfect for any child on
one's gift list. And, to surprise kids looking to emulate Tom Hanks' character
in the movie, Big, gift-givers can take home a replica of the iconic FAO
Schwarz Big Piano, which was featured in the film.
Shop FAO Schwarz Without Ever Leaving Home
Relaunch of FAO.com
For customers who would like to explore the full FAO Schwarz toy assortment
from the comfort of their homes, the company's e-commerce site, FAO.com,
relaunches today to provide a truly unique shopping experience. Featuring a
simple, easy-to-navigate layout, online shoppers can browse the selection of
distinct FAO Schwarz merchandise, searching by specific toy categories, to
find the perfect gift to elicit smiles on Christmas morning.
Whether children adore animals, admire the arts, prefer entertainment and
dress-up, are crazy about construction, or wish to fuel their fantasy with
powered toys and action figures, FAO.com offers something to fit every child's
interests and desires. Online shoppers can also access a virtual version of
the famous Muppet Whatnot((TM)) Workshop offered in the FAO Schwarz flagship
store on Fifth Avenue, which allows customers to choose from a series of
bodies, hairstyles, eyes, noses and costumes to customize their own Muppet
Whatnot puppet. Also coming soon to the site are FAO Schwarz exclusive
products like (Not So) Scary Monsters((TM)), Fancy Nancy Dolls and Brownstone
Buddies((TM)).
FAO.com offers the same magical experience customers have come to expect from
the legendary brand, with a bright red background adorned with gold descending
sparkles, and the FAO Schwarz logo prominently featured. A large gold picture
frame centered on the homepage contains rotating images of the hottest
products and brands featured at FAO Schwarz. Interactive product pages that
bring to life some of FAO Schwarz's most in-demand products, including
Playmobil(®), are also available on the site.
Customers can also take advantage of the various services FAO.com offers,
including managing individual accounts and "shopping bags," and signing up for
exclusive promotional e-mails. In addition, an updated 'Wish List' application
allows parents and kids to work together to create a tailored list of toys,
and provides parents more input on the gifts their children receive for
holidays and birthdays. Wish Lists can be shared easily by e-mail with
friends and family.
Publication of Annual FAO Schwarz Holiday Catalog
Supplementing the online experience is the timeless annual FAO Schwarz Holiday
Catalog, which will be delivered to the homes of loyal customers nationwide
beginning November 10. From baby's first Christmas to the big kids on one's
list, the catalog features 40 pages of wondrous playtime choices that
gift-givers can purchase easily online or by phone.
This year's catalog - a publication that dates back to 1876 - boasts a
complete selection of unique toys at an array of price points. High-end
playthings, such as the Steiff Karl Lagerfeld Teddy Bear, modeled after the
world-famous fashion designer and clad in premium denim jeans, Italian wool
jacket and black silk tie; and the Steiff Niki Riding Pony, an exclusive,
plush alternative to the classic rocking horse, are among the most posh toys
published in this year's catalog, priced at $1,499.99 and $549.99,
respectively. Other superb gift ideas include the annual FAO Schwarz Christmas
Wendy with 2009 Bear, FAO Schwarz Classic Baby Doll and the Charlie and
Lola((TM)) Sizzles the Dog priced between $9.99 and $89.99.
To learn more about the legendary FAO Schwarz offerings this holiday season,
visit the company's dedicated website, FAO.com.
Images of FAO Schwarz products, website and catalog are available for download
through this link - https://toysrus.sharefile.com/d-s6d82f063acf49e9b.
About FAO Schwarz
For nearly 150 years, FAO Schwarz has been a brand synonymous with quality and
innovation, offering an unparalleled selection of extraordinary toys that have
enchanted generations and cultivated a loyal clientele. There are currently
two FAO Schwarz locations in the United States - the famous flagship store in
Manhattan, which attracts millions of visitors annually, and a store in Las
Vegas at the Forum Shops at Caesars Palace. The complete assortment of the
company's products, including a line of toys marketed under the FAO Schwarz
brand name, can be found in-store and online at FAO.com. The iconic FAO
Schwarz brand is exclusively operated by Toys"R"Us, Inc., the world's leading
dedicated toy and baby products retailer.
SOURCE Toys"R"Us, Inc.
Jennifer Albano, +1-973-617-5632, Jennifer.Albano@toysrus.com, or Linda
DeNotaris, +1-973-617-4766, Linda.DeNotaris@toysrus.com
