FAO Schwarz Partners with Amazon for Holiday Season
FAO Schwarz has expanded its online presence by opening an Amazon storefront ahead of the holiday shopping season. The toy retailer will also feature a dedicated Amazon pop-up shop at its flagship store in Rockefeller Center, New York City.
The Amazon shop offers an edited assortment of branded products sorted by target age group and category, including FAO Schwarz's iconic Giant Dance Mat Piano. This move is part of the company's efforts to reinvent itself after multiple bankruptcies and changes in ownership.
David Niggli, chief merchandising officer at FAO Schwarz, stated that 'FAO Schwarz has always been about more than shopping, it's about creating moments of discovery and wonder.' By partnering with Amazon, the brand aims to extend this magic to families everywhere.