A Tale of Two Toy Stores
FAO, TRU vie for shoppers in NYC
Stacy Botwinick -- Playthings, 1/1/2002
Toys R Us secured its status as the "world's biggest toy store" with the recent grand opening of its 110,000-sq.-foot flagship store in Manhattan's Times Square.
The multi-level store hit the big time with 10,000 SKUs and 25 major attractions, including a 40-foot operating Ferris wheel, a 20-foot-tall animatronic dinosaur and a 4,000-sq.-foot Barbie dollhouse.
Under the leadership of TRU's chairman and CEO John Eyler (FAO Schwarz's former chief executive), the chain has dramatically redesigned 433 stores. Gone are the supermarket-style aisles, metal shelves and concrete floors. There are now separate sections for electronics, educational toys, and even a separate Imaginarium 'boutique.' "The Center of the Toy Universe," the Times Square store reflects efforts by Toys R Us to be a "much more fun place to shop than it's ever been," says Eyler.
Just blocks away, specialty retailer FAO Schwarz employed velvet ropes and security guards to keep crowds of holiday shoppers in line. News of The Right Start's purchase of FAO Schwarz had little to no effect on holiday shopping, according to David Niggli, FAO's COO and director of merchandising.
So is New York City in for a little "Store Wars?"
While both stores are undoubtedly American toy stars, TRU promotes itself as the "biggest toy store," while FAO is touted as the "ultimate toy store." Celebrating its 140th anniversary, FAO is firmly established as a New York City institution. Certainly not lacking in the promotions department, this landmark store attracts more than its fair share of tourists with its multi-level "World of Toys," featuring such sights as a singing Clock Tower, a Barbie Nutcracker window (pictured) and a fully-stocked candy shop, along with celebrity appearances and product launches.
Throughout its existence, FAO Schwarz has always distinguished itself from other toy retailers by offering more exclusive merchandise and the ultimate high-end shopping experience. "Like Tiffany's blue box, when a toy comes wrapped by FAO Schwarz, it is sure to be a unique and exclusive gift," Niggli says.
But in terms of a toy store showdown, it looks like all's quiet on the Manhattan front.
