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FAO Schwarz makes an iconic comeback in the Big Apple


Written by RetailWire Staff

Photo: FAO Schwarz

FAO Schwarz, the toy retailer that closed its famous Fifth Avenue flagship three years ago, has just as suddenly returned to the Big Apple.

The retailer opened the doors of its new store in Rockefeller Center store on Nov. 16, according to Boston.com. The 20,000-square-foot store features some of the touristy attractions the original flagship was famous for including a clock tower-style entrance and a giant playable piano floor mat familiar to Baby Boomers and Millennials from the iconic scene in the 1988 film "Big" starring Tom Hanks.

The then owner of the original FAO Schwarz flagship, Toys “R” Us, blamed the closure on escalating rents in Manhattan. Toys “R” Us also closed its own Times Square store that same year. ThreeSixty Group acquired FAO Schwarz in Oct. 2016.

In addition to FAO Schwarz's return to New York City, the retailer has been planning an international expansion, according to CNBC. FAO Schwarz plans to open permanent stores in Canada and China and has developed a pop-up strategy for Spain, Australia and London. Unlike the massive main store in New York City — currently the retailer's only U.S. brick-and-mortar location — its stores in other countries will be small formats, many within existing department stores and taking up as little as 1,000 square feet.

[caption id="attachment_88557" align="alignleft" width="666"]FAO Schwarz makes an iconic comeback in the Big Apple
 Photo: FAO Schwarz[/caption]

The opening of a store at Rockefeller Center comes at the start of a holiday season with a lot up in the air for the toy world. The final closure of one-time category killer Toys "R" Us has prompted moves by retailers nationwide to fill the vacuum.

Walmart and Target as well as specialty retailers, such as Party City, have announced enhanced toy selections for the holiday season. And even retailers less directly associated with kids or toy shoppers, such as Kohl's and J.C. Penney, are targeting the category for the Christmas season.

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