The Iconic New York Toy Store Sees Global
Growth with New Store in Paris
NEW
YORK, May 15, 2024 /PRNewswire/ -- FAO Schwarz,
New York City's most iconic toy
store, today announced the opening of its first store in
Paris, bringing the magical world
of FAO Schwarz to the 5th floor of Galeries Lafayette Paris
Haussmann. Parisians and tourists from all over can now celebrate
the joy of play with high-quality toys, unique experiences,
spectacular demonstrations and unforgettable entertainment.
FAO Schwarz, New
York City's most iconic toy store, announced the opening of
its first-ever store in Paris.
For its arrival in France, FAO
Schwarz chose the world-famous French department store leader:
Galeries Lafayette Paris Haussmann. The store, which welcomes 37
million tourists a year, is once again supporting the capital's
cultural development by welcoming this famous brand to its 5th
floor.
"Our mission at FAO Schwarz is to inspire awe and wonder around
every corner of the store, and we're excited to bring that same
experience to Paris," said
David Niggli, Chief Merchandising
Officer at FAO Schwarz. "Visitors can expect to find world-class
specialty toys and interactive experiences along with our amazing
team of demonstrators and Toy Soldiers to bring them to life in the
most theatrical, magic way!"
FAO Schwarz in Paris
In 2021, California-based
ThreeSixty, owner of the FAO Schwarz brand since 2016, agreed with
PRG Retail Group to hand over exclusive management of the license
for Europe. This partnership,
which aims to introduce the FAO Schwarz brand in Europe, celebrates the joint project of
offering consumers distinctive sales experiences and providing
quality toy and gift brands.
PRG Retail Group is the first Kids & Family Hub in the
childhood and toy sector with 528 stores in 5 countries
(Italy, Spain, Portugal, Greece and France). It includes the Prénatal, Bimbostore,
and Toys Center brands and, in the Iberian Peninsula, Toys "R "Us.
Now a minority shareholder, PRG Retail Group has supported the King
Jouet group since 2010, helping it to expand and consolidate in the
French, Swiss and Belux markets.
PRG Retail Group's distribution know-how and knowledge of the
European market will be joined by ThreeSixty group's expertise of
in-store and online experiences. In 2021, ThreeSixty and PRG retail
Group made this shared vision a reality with the opening of a store
in Milan, and now, the famous
brand with the Grand Piano has also opened in Paris.
"Following the arrival of FAO Schwarz in the heart of
Milan in 2021, marking the brand's
entry into continental Europe, we
have long sought another location that could fully embody the
brand's DNA," said Amedeo Giustini,
Executive Vice President of PRG Retail Group.
Giustini added, "Paris and
Galeries Lafayette Haussmann perfectly represent the answer to the
objective we have pursued together with ThreeSixty Group. A prime
destination for luxury icons, it is the perfect setting to
introduce the uniqueness of FAO Schwarz to the French and millions
of tourists. A name that, together with the high quality and
uniqueness of its products, offers its audience something that goes
beyond the material and carries with it the experiential value of
discovery and wonder. This is an important new milestone that will
help strengthen our presence and strategy in the French territory,
a large market that we have always presided over thanks to our
participation in King Jouet, a leading toy specialist brand."
More than just a toy store
To enter an FAO Schwarz store is to experience the magic of an
incredible place where imagination, curiosity and wonder combine
for children young and old. These are the emblematic Toy Soldiers
who welcome you to FAO Schwarz on the 5th floor of Galeries
Lafayette Paris Haussmann, for a unique journey punctuated by
discovery, a novel journey thanks to brand experiences and a
selection of exclusive toys.
Here, as in the eight other stores worldwide, you'll find the
entire FAO Schwarz universe: the brand's historic red and black
colors and gold lettering, and don't forget the iconic Grand Piano,
where you can dance to the music of giant keys. Guests will also
find the emblematic Clock Tower and its six mini-clocks, each
chiming at the same time as the other stores around the world:
London, Dublin, Milan, Beijing, Seoul, New
York.
A visit to this new store will be an opportunity to appreciate
the famous FAO Schwarz product line, including: FAO Schwarz plush
of all sizes, FAO-Abulous Fashion Role play, educational and
creative toys. It's also an opportunity to discover brands such as
Great Pretenders, Bunnies by the Bay, Discovery and Sharper Image,
finally available in France. And
let's not forget the always incredible magic trick demonstrations
by Marvin's Magic.
6 unique experiences at FAO Schwarz Paris Haussmann
What undeniably makes FAO Schwarz so legendary are the unique
experiences offered along the way, by some of the world's leading
brands. The new FAO Schwarz in Paris is no exception, with six new
experiences in the store: Barbie Styled by You, My FAO Doll, Build
Your Car by Majorette, Build a Bear, Bunnies by the Bay and the
Jelly Cat Patisserie (in July).
Barbie Styled by You : A new retail experience by
Mattel and FAO Schwarz, now available at Galeries Lafayette, a
paradise for Barbie doll lovers just landed in town.
A special customization designed to showcase the full Barbie
experience, featuring two large Barbie styling stations supporting
a step-by-step design process. Barbie fans get to personally select
a doll as well as the fashions, accessories, a doll case and
more.
My FAO Doll : An exceptional interactive experience that
lets children take care of their own doll, choosing their baby
carrier, outfit and accessories. Each doll comes with a unique
birth certificate, and becomes a true member of the family. In
Paris, as in Milan, the experience is renewed to offer
children, in addition to a new toy, the desire to take care of
their doll.
Build your Car by Majorette : Personalize your own
car! Through various stages, you can choose your car and its
customized elements to make it unique and special.
Build a Bear : Here, you don't just choose your
teddy bear off the shelf, you can create it by actively
participating in every stage of its production. From selecting the
different types of bear to stuffing and choosing your favorite
clothes. Everything you need to make your plush bear unique, and
enjoy making it yourself! You can even enter your bear's name in
the register, to obtain an official birth certificate for your new
friend.
Jelly Cat : This plush brand is known for its playful
designs from a cute avocado to a pizza plush. In addition to their
whimsical characters and classics, they will open a plush
patisserie in July where customers can buy various pastries and
have them boxed like real pastries to take home and love.
Bunnies by the Bay : Stop to remember! Choose your
favorite bunny (or teddy bear, goose, owl or elephant) from all the
adorable models and personalize it and all its accessories as you
wish. You can embroider a first name, a message of love or a motif
of your choice, thanks to the splendid sewing machine and the
skilful hands of an ever-present member of staff.
Additionally, FAO Schwarz Paris will offer all the major toy
brands, including Corolle, Doudou et compagnie, Histoire d'Ours,
Lego, Moulin Roty, Papo, Sentosphère, Sophie la Girafe, Steiff,
Sylvanian Families and Vilac. In all, 24 major toy brands are
represented.
FAO SCHWARZ in Paris: By the
Numbers
5th floor of Galeries Lafayette Paris Haussmann
24 brands
6 experiences
Nearly 7,000 square feet
28 employees
Open 7 days a week, Monday through Saturday from 10 am to 8:30 pm, and Sundays from 11am to 8pm
FAO SCHWARZ Worldwide
8 stores: New York, London (at Selfridges), Dublin (at Arnott's), Milan, Beijing, Seoul (2 stores), and Paris (at Galeries Lafayette Paris
Haussmann).
In 2021, the Milan store
opened, the first in continental Europe thanks to the exclusive partnership
between PRG Retail Group and ThreeSixty Group. On May 6, 2024, the legend moves to Paris, with the arrival of the FAO Schwarz
store on the 5th floor of Galeries Lafayette Paris Haussmann
ABOUT FAO SCHWARZ (FAOSchwarz.com)
FAO Schwarz is one
of the oldest, most historic, and iconic toy brands in the world.
FAO Schwarz opened its first doors in 1862 revealing a marvelous,
bountiful emporium full of extraordinary, one-of-a-kind toys from
all over the world. Founded by Frederick
August Otto Schwarz, FAO Schwarz has always been synonymous
with quality and innovation, offering cherished memories for
generations of adults and children alike. At its core, FAO Schwarz
has always been known for the "theater of it all," where toys meet
deep nostalgia. FAO has been delivering wonder to families for over
160 years, celebrating awe and discovery for all children and the
child inside all of us.
ABOUT PRG RETAIL GROUP
PRG Retail Group, established
in Italy in 2015, is the first
Kids & Family Hub in the childhood and toy sector with 528
stores in 5 countries (Italy,
Spain, Portugal, Greece, France) and a workforce of 4,000 people. It
includes the Prénatal, Bimbostore, and Toys Center brands and holds
exclusive licenses for FAO Schwarz and, on the Iberian Peninsula,
Toys "R "Us, as well as a minority shareholder in the King Jouet
Group.
For more information www.prenatalretailgroup.com
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SOURCE FAO Schwarz