FAO Schwarz has expanded its reach into the digital retail space by launching a storefront on Amazon, just in time for the upcoming holiday shopping season. This strategic move is part of the iconic toy retailer’s efforts to increase its online footprint. Concurrently, FAO Schwarz will introduce an Amazon-themed pop-up shop at its flagship location in Rockefeller Center, New York City.
Expanding Digital Presence
The newly launched Amazon store showcases a curated selection of FAO Schwarz branded products, organised by age group and category. Among the collection is the brand’s famous Giant Dance Mat Piano. Additionally, the flagship store in Rockefeller Center will include Amazon-inspired window displays throughout the holiday period and feature products from Amazon’s 2026 Top 100+ Toys list.
Strategic Partnerships
For over 150 years, FAO Schwarz has continued to evolve, surviving several financial restructurings and ownership changes. Since being acquired by ThreeSixtyGroup, which also owns Sharper Image, in 2016, the brand has sought innovative partnerships to reinforce its status as a leading toy store. Partnering with Amazon is viewed as expanding the brand’s reach to a broader online audience while retaining its distinctive in-store experiences.
“FAO Schwarz has always been more than a shopping destination; it’s an experience of discovery and wonder,” stated David Niggli, chief merchandising officer at FAO Schwarz. “The collaboration with Amazon.com enables us to extend that magic to families globally, complementing the unique experiences at our New York flagship store.”
Recent Developments
In addition to its Amazon initiative, FAO Schwarz opened a second location in New York within the Nordstrom department store in June. This expansion includes a presence on Nordstrom’s website and several store-within-a-store concepts across Nordstrom locations nationwide.
FAO Schwarz also maintains its online site and physical stores in cities like Paris, Milan, and Beijing, broadening its worldwide appeal. Anne Carrihill, Amazon’s director of toys and home, expressed excitement about the collaboration, stating it brings the iconic FAO Schwarz brand closer to customers than ever before.
Competitive Landscape
As FAO Schwarz enhances its market presence, its former owner, Toys R Us, plans to open 120 stand-alone stores across the U.S. with Go Retail Group, increasing its total to 160 locations. They also maintain shop-in-shops at airports and in Macy’s stores nationwide.
The toy industry in the U.S. has seen substantial growth, with sales rising 17% in the year’s first half. The surge is partly due to increased demand from adult-only households, which now account for 55% of the market, according to a Circana report.
Reporting based on coverage first published by retaildive.com.