1. News
October 24, 2019

FAO Schwarz opens first flagship toy store in Europe

US toy brand and store FAO Schwarz has opened its first European flagship toy shop at Selfridges on Oxford Street in London, UK.

US toy brand and store FAO Schwarz has opened its first European flagship toy shop at Selfridges on Oxford Street in London, UK.

This opening will be followed by a second European flagship at Arnotts on Henry Street in Dublin, Ireland, later this month.

FAO Schwarz at Selfridges is more than 22,000ft² while FAO Schwarz at Arnotts is spread across a 6,000ft² area. These new UK stores are the third and fourth flagship stores to open worldwide.

The stores will feature the retailer’s products such as magic shows, baby doll adoptions, build-your-own RC race car, and dance-on-piano and more.

In addition, the company has claimed that the two stores will offer toys from partner brands such as Playmobil, Lego, Steiff, Bunnies By The Bay, and Schleich.

FAO Schwarz’s Clock Tower and Rocket Ship and the brand’s exclusive candy destination, FAO Schweetz, will also be available in the stores.

Content from our partners
Advanced analytics and predicting market trends in FMCG
How smart predictive analytics is shaping product development
Data analysis in the brave new world

FAO Schwarz owners and ThreeSixty Group COO Jan-Eric Kloth said: “The opening of these flagships and expansion in Europe further exemplifies FAO Schwarz as a global kids lifestyle brand.

“FAO Schwarz has proven time and again that our in-store experiences are key to creating a memorable visit filled with wonderment and excitement for kids of all ages. We are so excited to bring this larger than life experience that FAO Schwarz has to offer for over 150 years, to Europe.”

The company opened a store in New York in November last year and one in Beijing in May.