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FAO Schwarz Debuts in Paris

Toy retailer lands on fifth floor of famed department store

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The new FAO Schwarz store in Paris. Photo: Courtesy of FAO Schwarz

FAO Schwarz (New York) has opened its first store in Paris. Located on the fifth floor of the Galeries Lafayette Paris Haussmann department store – which draws an estimated 37 million visitors a year – the 7000-square-foot store offers toys, experiences and entertainment.

“Our mission at FAO Schwarz is to inspire awe and wonder around every corner of the store, and we’re excited to bring that same experience to Paris,” said David Niggli, Chief Merchandising Officer. “Visitors can expect to find world-class specialty toys and interactive experiences along with our amazing team of demonstrators and Toy Soldiers to bring them to life in the most theatrical, magic way.”

This move by the toy retailer has been in the works for several years. In 2021, California-based ThreeSixty, owner of the FAO Schwarz brand since 2016, agreed with PRG Retail Group to hand over exclusive management of the license for Europe. This partnership, which aims to introduce the FAO Schwarz brand in Europe, celebrates the joint project of offering consumers distinctive sales experiences and providing quality toy and gift brands.

The brand’s space includes six new interactive experiences: Barbie Styled by You, My FAO Doll, Build Your Car by Majorette, Build a Bear, Bunnies by the Bay and the Jelly Cat Patisserie (in July).

Overall, FAO Schwarz has eight stores: New York, London (at Selfridges), Dublin (at Arnott’s), Milan, Beijing, Seoul (two stores), and now, Paris.

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