1. News
February 19, 2018

FAO Schwarz unveils global expansion strategy

US-based toy retailer FAO Schwarz is set to expand its global presence by entering a new partnership with Chinese toy distributor Kidsland.

US-based toy retailer FAO Schwarz is set to expand its global presence by entering a new partnership with Chinese toy distributor Kidsland.

Under the new partnership, FAO Schwarz will enter the Chinese retail market later this year by establishing new locations in Beijing and Shanghai.

Kidsland has also agreed to open 30 smaller FAO Schwarz speciality stores and shop-in-shops in 200 department stores across China over the next five years.

“With customers looking for authentic brands and memorable encounters, we believe the brand will become a game changer in China’s toy industry.”

Kidsland International chairman and chief executive officer Lee Ching Yiu said: “FAO Schwarz is an iconic US toy retailer of quality and innovation, and we are excited to join forces to introduce this legendary brand to the China market.

“With customers looking for authentic brands and memorable encounters, we believe the brand will become a game changer in China’s toy industry.”

FAO Schwarz is also planning to open its new 20,000ft² location in New York’s Rockefeller Plaza by the end of this year.

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

In order to expand its presence in the US and Canadian airports, the retailer has signed an agreement with the North American travel retailer Hudson Group.

According to the deal, FAO Schwarz will be opening a chain of branded airport shops in the US and Canada, which will feature its branded toys and games, as well as products from other leading brands.

The first airport store is expected to make its debut later this year.

FAO Schwarz chief merchandising officer David Niggli said: “Extending the enthusiasm surrounding our retail rollout and upcoming Rockefeller Center flagship to airports across the country is an exciting and natural progression for the brand.

“FAO Schwarz’s products and experiential retail format lend themselves well to the travel retail experience, and we are thrilled to be partnering with Hudson Group, a leader in the space.”

The toy retailer has also expanded its products line-up by signing a licensing agreement with the wooden toys, puzzles and games maker Wild and Wolf.