Toys”R”Us Rolls Out FAO Schwarz Boutiques in 585 Stores

Toys”R”Us is putting FAO Schwarz’s distinctive toys within reach of shoppers nationwide with its planned roll-out of branded in-store boutiques in 585 of its Toys”R”Us stores.

Starting next week, colorful overhead signage and life-sized displays of FAO Schwarz’s signature toy solider will point the way toward the brand’s shop-within-a-shop space. On offer will be “an edited assortment of unique playthings” that includes dozens of FAO Schwarz classic toys at price points from $2.99 to $64.99. “This holiday season, we’re making the FAO Schwarz brand more accessible to customers from coast to coast while creating new traditions for generations of children to come,” said Jerry Storch, Toys”R”Us chairman and ceo in a corporate statement.

That’s not all the toy giant is doing to expand the market base for FAO Schwarz, which it acquired last May. The parent company is also relauching FAO.com to boost e-commerce and readying the annual “FAO Schwarz Holiday Catalog.”