Toys R Us adding FAO Schwarz boutiques
By Staff -- Playthings, 10/27/2009 9:53:00 AM
WAYNE, N.J.—Toys R Us said today that it will roll out FAO Schwarz branded boutiques in 585 of its toy stores nationwide.
Beginning November 1, the FAO Schwarz-branded boutiques will feature an edited assortment of unique playthings selected to highlight dozens of FAO Schwarz toys at price points ranging from $2.99 to $64.99, including the FAO Schwarz Signature Holiday Ornament and 2009 Collectible Bear, according to TRU.
The boutiques will be located prominently at the front of Toys R Us stores and feature colorful overhead signage as well as life-sized displays of the famous FAO Schwarz toy soldier.
In addition, Toys R Us is relaunching FAO’s e website, FAO.com, and publishing its annual Holiday Catalog.
The 40-page Holiday Catalog will reach consumers beginning November 10. It will include “a complete selection of unique toys at an array of price points,” including a $1,499.99 Steiff Karl Lagerfeld Teddy Bear, modeled after the world-famous fashion designer and dressed in premium denim jeans, Italian wool jacket and black silk tie; and the Steiff Niki Riding Pony, an exclusive plush alternative to the classic rocking horse priced at $549.99.
Toys R Us purchased FAO Schwarz earlier this year.
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