Jump to content

FAO Schwarz: Difference between revisions

Coordinates: 40°45′48″N 73°58′20″W / 40.7634°N 73.9723°W / 40.7634; -73.9723
From Wikipedia, the free encyclopedia
Browse history interactively
← Previous edit
Content deleted Content added
VisualWikitext
fix links
→In popular culture: Punctuation
Tags: Mobile edit Mobile web edit
 
(42 intermediate revisions by 25 users not shown)
Line 5: Line 5:
| logo = FAO Schwarz Logo.png
| logo = FAO Schwarz Logo.png
| fate =
| fate =
| type =
| type = [[Privately held company|Private]]
| industry = [[Toys]]
| industry = [[Toys]]
| founder = [[Frederick August Otto Schwarz]]
| founder = [[Frederick August Otto Schwarz]]
| products = {{hlist|Toys|games|clothing|baby products}}
| products = {{hlist|Toys|games|clothing|baby products}}
| owner = Morse Partners (1986–1990)<br>ThreeSixty Group<br/>(2016–present)
| parent = Independent (1862–1970)
<br>[[W. R. Grace and Company]] (1970–1974)<br/>Christiana Companies<br/>(1985–1986)<br/>Morse Partners (1986–1990)<br/>[[Maxeda|Vendex KBB]] (1990–2001)<br/>[[Right Start]] (2001–2004)<br/>[[Toys "R" Us]] (2009–2016)<br/>ThreeSixty Group<br/>(2016–present)
| parent = [[W. R. Grace and Company]] (1970–1974)<br/>Christiana Companies<br/>(1985–1986)<br/>[[Maxeda|Vendex KBB]] (1990–2001)<br/>[[Right Start]] (2001–2004)<br/>[[Toys "R" Us]] (2009–2016)
| homepage = [http://www.faoschwarz.com/ faoschwarz.com]
| homepage = [http://www.faoschwarz.com/ faoschwarz.com]
| foundation = {{start date and age|1862}} (as Toy Bazaar)<br/>[[Baltimore, Maryland]], U.S.
| foundation = {{start date and age|1862}} (as Toy Bazaar)<br/>[[Baltimore, Maryland]], U.S.
Line 17: Line 17:
}}
}}


'''FAO Schwarz''' is an American toy [[brand]] and [[Toy store|store]].<ref name="CNBC">{{cite web |url=https://www.cnbc.com/id/46483722/FAO_Schwarz_150_Years_of_Toys
'''FAO Schwarz''' is an American toy [[brand]] and [[Toy store|retail chain]].<ref name="CNBC">{{cite news |url=https://www.cnbc.com/2012/02/22/FAO-Schwarz:-150-Years-of-Toys.html
⚫
|title=FAO Schwarz: 150 Years of Toys |website=[[CNBC]] |url-status=live |archive-url=https://web.archive.org/web/20140116081849/http://www.cnbc.com/id/46483722/FAO_Schwarz_150_Years_of_Toys |archive-date=January 16, 2014}}</ref> The company is known for its high-end toys, life-sized stuffed animals, [[Interactivity|interactive]] experiences, [[Product placement|brand integration]]s, and games.<ref>{{cite news |url=http://www.northjersey.com/news/104925149_Toys__R__Us_has_big_plans_for_luxe_retailer.html |title=Toys 'R' Us has big plans for luxe retailer FAO Schwarz |url-status=dead |last=Verdon |first=Joan |newspaper=[[Daily Record (Morristown)|Daily Record]] |location=Morristown, New Jersey |date=October 14, 2010 |archive-url=https://web.archive.org/web/20121026045852/http://www.northjersey.com/news/104925149_Toys__R__Us_has_big_plans_for_luxe_retailer.html |archive-date=October 26, 2012}}</ref>
|title=FAO Schwarz: 150 Years of Toys |website=[[CNBC]] |url-status=dead
⚫
|archive-url=https://web.archive.org/web/20140116081849/http://www.cnbc.com/id/46483722/FAO_Schwarz_150_Years_of_Toys |archive-date=January 16, 2014}}</ref> The company is known for its high-end toys, life-sized stuffed animals, [[interactive]] experiences, [[brand integration]]s, and games.<ref>{{cite web |url=http://www.northjersey.com/news/104925149_Toys__R__Us_has_big_plans_for_luxe_retailer.html
|title=Toys 'R' Us has big plans for luxe retailer FAO Schwarz |url-status=dead
|archive-url=https://web.archive.org/web/20121026045852/http://www.northjersey.com/news/104925149_Toys__R__Us_has_big_plans_for_luxe_retailer.html |archive-date=October 26, 2012 }}</ref>


FAO Schwarz claims to be the oldest toy retailer in the United States, founded by its namesake, [[Frederick August Otto Schwarz]], in 1862 in [[Baltimore]] before moving to New York City, where it has moved between several locations since 1870. The ''dance-on piano'', made famous by the 1988 [[Tom Hanks]] film [[Big (film)|''Big'']], brought international attention to the brand. FAO filed for bankruptcy twice in 2003 before temporarily shuttering the Fifth Avenue location in January 2004.<ref>{{cite news |title=The world's most iconic toy store is shutting its doors today |url=https://www.businessinsider.com/fao-schwarz-is-closing-2015-7 |first=Mallory |last=Schlossberg |date=July 15, 2015 |website=[[Business Insider]] |access-date=2023-10-23}}</ref> In May 2009, [[Toys "R" Us|Toys "R" Us Inc.]] acquired FAO Schwarz, but in 2015, it permanently closed the Fifth Avenue location. ThreeSixty Group then acquired the brand, who opened the new FAO Schwarz location at 30 [[Rockefeller Plaza]] in November 2018. In 2019, ThreeSixty opened locations in [[Chicago]],<ref>{{cite news| title=FAO Schwarz, Eddie Bauer, sushi: Midway Airport is becoming more like a mall. And there's more to come |url=https://www.chicagotribune.com/business/ct-biz-midway-airport-retail-20190411-story.html |first=Lauren |last=Zumbach |date=April 15, 2019 |newspaper=[[Chicago Tribune]] |access-date=2023-10-23}}</ref> [[Beijing]],<ref>{{cite web |url=https://www.scmp.com/business/companies/article/2188651/fao-schwarz-open-its-largest-flagship-toy-store-beijing-introduce |title=FAO Schwarz to open its largest flagship toy store in Beijing to introduce Chinese consumers to 'experiential' shopping |last1=Yew |first1=Linda |last2=Liu |first2=Yujing |date=March 5, 2019 |newspaper=[[South China Morning Post]] |location=[[Hong Kong]] |language=en |access-date=2023-10-23}}</ref> [[London]]<ref>{{cite news |url=https://wwd.com/fashion-news/fashion-scoops/fao-schwarz-opens-first-european-flagship-at-selfridges-london-1203354529/ |title=FAO Schwarz Opens First European Flagship at Selfridges in London |first=Kelly |last=Lim |magazine=[[Women's Wear Daily]] |date=October 24, 2019}}</ref> and [[Dublin]].<ref>{{cite web |url=https://www.newstalk.com/news/fao-schwarz-open-flagship-store-dublin-861361 |title=FAO Schwarz to open flagship store in Dublin |date=May 20, 2019 |first=Jack |last=Quann |website=[[Newstalk]]}}</ref>
FAO Schwarz claims to be the oldest toy store in the United States, first opening its doors in 1862 in [[Baltimore]] before moving to New York City, where it has moved between several locations since 1870. The ''dance-on piano'', made famous by the 1988 [[Tom Hanks]] film [[Big (film)|''Big'']], brought national attention to the brand. FAO filed for bankruptcy twice in 2003 before temporarily shuttering the Fifth Avenue store in January 2004.{{Citation needed|reason=Reliable source needed for the 2 previous sentences|date=February 2022}}
In May 2009, [[Toys "R" Us|Toys "R" Us Inc.]] acquired FAO Schwarz, but in 2015, it permanently closed the Fifth Avenue store. The brand was then acquired by ThreeSixty Group, who opened the new FAO Schwarz store at 30 [[Rockefeller Plaza]] in November 2018. In 2019 locations in [[Chicago]], [[Beijing]],<ref>{{Cite web|url=http://www.timeoutbeijing.com/family/features/Family-Things_to_do_in_Beijing/171471/10-best-things-to-do-at-the-Beijings-FAO-Schwarz.html|title=10 best things to do at the Beijing's FAO Schwarz|last=Group|first=SEEC Media|website=www.timeoutbeijing.com|language=en|access-date=2019-11-19}}{{Dead link|date=June 2021 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> [[London]]<ref>{{Cite web|url=https://wwd.com/fashion-news/fashion-scoops/fao-schwarz-opens-first-european-flagship-at-selfridges-london-1203354529/|title = FAO Schwarz Opens First European Flagship at Selfridges in London|date = October 24, 2019}}</ref> and [[Dublin]]<ref>{{Cite web|url=https://www.newstalk.com/news/fao-schwarz-open-flagship-store-dublin-861361|title=FAO Schwarz to open flagship store in Dublin}}</ref> were opened.


The "FAO Schwarz" brandname and trademarks are owned by the FAO Schwarz Family Foundation and exclusively licensed to the ThreeSixty Group who own and operate the retail locations.
The "FAO Schwarz" brandname and trademarks are owned by the FAO Schwarz Family Foundation and exclusively licensed to the ThreeSixty Group who own and operate the retail locations.
Line 33: Line 29:
[[File:1910 F.A.O Schwarz Advertisement.png|thumb|1910 F.A.O Schwarz Advertisement]]
[[File:1910 F.A.O Schwarz Advertisement.png|thumb|1910 F.A.O Schwarz Advertisement]]


FAO Schwarz was founded in 1862 in Baltimore under the name "Toy Bazaar" by German immigrant [[Frederick August Otto Schwarz|'''F'''rederick '''A'''ugust '''O'''tto Schwarz]].
FAO Schwarz was founded in 1862 in Baltimore under the name "Toy Bazaar" by German immigrant [[Frederick August Otto Schwarz]].


In 1870, Schwarz opened a [[New York City]] location known as the "Schwarz Toy Bazaar" at 765 Broadway, which moved to 42 E. 14th Street in Union Square in 1880 and operated at that location until April 28, 1897, when it took over two vacant store locations at 39 and 41 W. 23rd Street. That year, ''[[The New York Times]]'' declared Schwarz as "the largest dealer in toys in this city."<ref name = "Union Square">{{cite news| work= [[The New York Times]] | title= To Move Up-Town |date= April 28, 1897| page= 3}}</ref>
In 1870, Schwarz opened a [[New York City]] location known as the "Schwarz Toy Bazaar" at 765 Broadway, which moved to 42 E. 14th Street in Union Square in 1880 and operated at that location until April 28, 1897, when it took over two vacant store locations at 39 and 41 W. 23rd Street. That year, ''[[The New York Times]]'' declared Schwarz as "the largest dealer in toys in this city."<ref name = "Union Square">{{cite news |newspaper=[[The New York Times]] |title=To Move Up-Town |date= April 28, 1897 |page=3}}</ref>


Beginning in November 1869, the Schwarz Toy Bazaar held an exhibition of toys that would be available for the Christmas season.<ref name = "Annual Exhibition">{{cite news| work= The New York Times | title= [Display Ad] | date= November 11, 1883| page= 15}}</ref> In 1896, Schwarz proclaimed the store as the "Original Santa Claus Headquarters" in New York.<ref name = "Santa Claus">{{cite news| work= The New York Times | title= [Display Ad] | date= November 26, 1896| page= 3}}</ref> The FAO Schwarz holiday catalog has been published annually since 1876.<ref name="ReferenceA">{{cite web |website= FAO.com| url= http://www.fao.com/shop/index.jsp?categoryId=3893236 |title= Celebrating a Storied Heritage and Creating New Traditions to Delight Children Everywhere, FAO Schwarz Announces its Extraordinary Offerings for Holiday 2009 |url-status=dead |archive-url=https://web.archive.org/web/20130313191708/http://www.fao.com/shop/index.jsp?categoryId=3893236 |archive-date=March 13, 2013 }}</ref><ref name="fao.com"/>
Beginning in November 1869, the Schwarz Toy Bazaar held an exhibition of toys that would be available for the Christmas season.<ref name="Annual Exhibition">{{cite news| work=The New York Times| title=[Display Ad]| date=November 11, 1883| page=15}}</ref> In 1896, Schwarz proclaimed the store as the "Original Santa Claus Headquarters" in New York.<ref name="Santa Claus">{{cite news| newspaper=The New York Times| title=[Display Ad]| date=November 26, 1896| page=3}}</ref> The FAO Schwarz holiday catalog has been published annually since 1876.<ref name="ReferenceA">{{cite press release |url=http://www.fao.com/shop/index.jsp?categoryId=3893236 |title=Celebrating a Storied Heritage and Creating New Traditions to Delight Children Everywhere, FAO Schwarz Announces its Extraordinary Offerings for Holiday 2009 |publisher=F.A.O. Schwarz |date=October 27, 2009 |url-status=dead |archive-url=https://web.archive.org/web/20130313191708/http://www.fao.com/shop/index.jsp?categoryId=3893236 |archive-date=March 13, 2013}}</ref><ref name="fao.com"/>


In 1931, the New York City location moved to 745 Fifth Avenue, where it operated for 55 years. In 1963, FAO Schwarz was purchased by [[Parents (magazine)|''Parent's'' Magazine Enterprises]].<ref>{{cite news| work= The New York Times | title= Toy Store's Philosophy Is Tender Loving Care |url= https://www.nytimes.com/1964/09/07/archives/toy-stores-philosophy-is-tender-loving-care.html |date= September 7, 1964}}</ref> The terms of the deal read that it would license the name FAO Schwarz and continue using it for a maximum of five years before dropping the name, while still paying the Schwarz family a royalty on sales. However, the lease was renewed as the owners felt the name was too significant to lose. Part of the price of keeping the name was to keep the royalty agreement, and the Schwarz family set up a foundation to fund opportunities for young people to work in nonprofit with the income the royalties were making. Nine percent of the company remained in the hands of the Schwarz family. The company subsequently sold to W.R. Grace in 1970, and then to toy retailer Franz Carl Weber of Zurich, Switzerland, in 1974.<ref name=tandc>{{cite news| last= Beller| first= Thomas| url= https://www.townandcountrymag.com/leisure/news/a4328/the-sad-end-of-fao-schwartz/ |title= Toys Were Us: The Tragic End of F.A.O. Schwarz| work= [[Town & Country (magazine)|Town & Country]]| date= November 18, 2015}}</ref>
In 1931, the New York City location moved to 745 Fifth Avenue, where it operated for 55 years. In 1963, [[Parents (magazine)|''Parent's'' Magazine Enterprises]] purchased FAO Schwarz.<ref>{{cite news| newspaper=The New York Times | title=Toy Store's Philosophy Is Tender Loving Care |url=https://www.nytimes.com/1964/09/07/archives/toy-stores-philosophy-is-tender-loving-care.html |date=September 7, 1964}}</ref> The terms of the deal read that it would license the name FAO Schwarz and continue using it for a maximum of five years before dropping the name, while still paying the Schwarz family a royalty on sales. However, the lease was renewed as the owners felt the name was too significant to lose. Part of the price of keeping the name was to keep the royalty agreement, and the Schwarz family set up a foundation to fund opportunities for young people to work in nonprofit with the income the royalties were making. Nine percent of the company remained in the hands of the Schwarz family. The company subsequently sold to W.R. Grace in 1970, and then to toy retailer Franz Carl Weber of Zurich, Switzerland, in 1974.<ref name=tandc>{{cite news| last=Beller| first=Thomas| url=https://www.townandcountrymag.com/leisure/news/a4328/the-sad-end-of-fao-schwartz/| title=Toys Were Us: The Tragic End of F.A.O. Schwarz| magazine=[[Town & Country (magazine)|Town & Country]]| date=November 18, 2015}}</ref>
[[File:FAO Schwarz Front.jpg|thumb|Storefront at the General Motors Building]]
[[File:FAO Schwarz Front.jpg|thumb|Storefront at the [[General Motors Building (Manhattan)|General Motors Building]] in Manhattan]]


In 1985, Christiana Companies, a company based in San Diego, California, owned FAO Schwarz for one year. In 1986, [[Peter L. Harris|Peter Harris]], with the help of Philadelphian investment banker Peter Morse, bought the company under Morse Partners Ltd. and moved the toy store across 58th Street to the General Motors Building at 767 Fifth Avenue at 58th Street. FAO Schwarz was sold to Netherlands-based NV Koninklijke Bijenkorf Beheer (later renamed Royal Vendex/KBB NV) in 1990. Throughout the 1990s, new FAO Schwarz stores opened across the United States; by 2000, the company had 40 locations.
In 1985, Christiana Companies, a company based in San Diego, California, owned FAO Schwarz for one year. In 1986, [[Peter L. Harris|Peter Harris]], with the help of Philadelphia investment banker Peter Morse, bought the company under Morse Partners Ltd. and moved the toy store across 58th Street to the [[General Motors Building (Manhattan)|General Motors Building]] at 767 Fifth Avenue at 58th Street. FAO Schwarz was sold to Netherlands-based NV Koninklijke Bijenkorf Beheer (later renamed Royal Vendex/KBB NV) in 1990. Throughout the 1990s, new FAO Schwarz stores opened across the United States; by 2000, the company had 40 locations.


===Right Start, FAO Inc. and bankruptcy===
===Right Start, FAO Inc. and bankruptcy===
In 2001, the Calabasas-based toy retailer [[Right Start]], Inc. purchased 23 of the 40 stores, including the Fifth Avenue flagship store, from Royal Vendex for somewhere between $50 to $60 million.<ref>{{cite news| url= https://www.washingtonpost.com/archive/business/2001/11/20/fao-schwarz-sells-stores-to-educational-toy-firm/bf9feedd-2e65-4a87-90e9-e4cbc62552b6 |title= FAO Schwarz Sells Stores to Educational Toy Firm| newspaper= [[The Washington Post]]| date= November 20, 2001}}</ref>
In 2001, the Calabasas-based toy retailer [[Right Start]], Inc. purchased 23 of the 40 stores, including the Fifth Avenue flagship store, from Royal Vendex for somewhere between $50 million and $60 million.<ref>{{cite news| url=https://www.washingtonpost.com/archive/business/2001/11/20/fao-schwarz-sells-stores-to-educational-toy-firm/bf9feedd-2e65-4a87-90e9-e4cbc62552b6 |title=FAO Schwarz Sells Stores to Educational Toy Firm| newspaper=[[The Washington Post]]| date=November 20, 2001}}</ref>


In 2002, Right Start Inc. changed its corporate name to FAO Inc. operating stores under The Right Start, [[Zany Brainy]] and FAO Schwarz names.<ref>{{cite web |url=http://retailtrafficmag.com/news/retail_right_start_buys/ |title=The Right Start buys FAO Schwarz |website= retailtrafficmag.com| access-date= November 2, 2009 |archive-url= https://web.archive.org/web/20110613231320/http://retailtrafficmag.com/news/retail_right_start_buys/ |archive-date=June 13, 2011 |url-status=dead |df=mdy-all }}</ref> On December 17, the company projected they would find bankruptcy if its bank did not relax borrowing restrictions. On January 13, 2003, FAO Inc. filed for [[bankruptcy]],<ref>{{cite news |url= https://www.nytimes.com/2003/01/14/business/business-digest-843555.html |work=The New York Times |date=January 13, 2003 |title= BUSINESS DIGEST: FAO Seeks Bankruptcy Protection |access-date= May 2, 2010}}</ref> but emerged from it three months later in April. The company filed for bankruptcy a second time in December 2003.<ref>{{cite news |url= https://www.nytimes.com/2003/12/03/business/fao-to-file-for-bankruptcy-and-break-up-toy-empire.html |title=FAO to File for Bankruptcy And Break Up Toy Empire |work=The New York Times |first=Constance L. |last=Hays |date=December 3, 2003 |access-date= May 2, 2010}}</ref> All 13 remaining FAO Schwarz locations closed in January 2004 as a result of the bankruptcy, with the flagship Fifth Avenue store expected to reopen in July of that year but the others closing permanently.<ref>{{cite news |url=https://www.nytimes.com/2004/01/27/nyregion/fao-schwarz-closes-disappointing-visitors.html |title=F.A.O. Schwarz Closes, Disappointing Visitors |work=The New York Times |first=Sherri |last=Day |date=January 27, 2004 |access-date=May 2, 2010}}</ref> The Fifth Avenue store reopened several months later than planned on Thanksgiving Day 2004, redesigned and renovated to accommodate a growing number of tourists,<ref>{{cite news| last= Guerrero| first= Susan| url= https://www.nytimes.com/2004/11/23/business/fao-schwarz-to-reopen-timing-is-no-coincidence.html |title= F.A.O. Schwarz to Reopen; Timing Is No Coincidence| work= The New York Times| date= November 23, 2004}}</ref> and the Las Vegas location at [[The Forum Shops at Caesars]] ultimately remained open until 2010.<ref>{{cite news| last= Green| first= Steve| url= https://lasvegassun.com/news/2010/feb/09/fao-schwarz-recessions-just-no-fun/ |title= FAO Schwarz lets Forum Shops lease expire, quietly leaves Las Vegas| work= [[Las Vegas Sun]]| date= February 9, 2010}}</ref>
In 2002, Right Start Inc. changed its corporate name to FAO Inc. operating stores under The Right Start, [[Zany Brainy]] and FAO Schwarz names.<ref>{{cite web |url=http://retailtrafficmag.com/news/retail_right_start_buys/ |title=The Right Start buys FAO Schwarz |website=Retail Traffic |access-date=November 2, 2009 |archive-url=https://web.archive.org/web/20110613231320/http://retailtrafficmag.com/news/retail_right_start_buys/ |archive-date=June 13, 2011 |url-status=dead |df=mdy-all}}</ref> On December 17, the company projected they would file for bankruptcy if its bank did not relax borrowing restrictions. On January 13, 2003, FAO Inc. filed for [[bankruptcy]],<ref>{{cite news |url=https://www.nytimes.com/2003/01/14/business/business-digest-843555.html |newspaper=The New York Times |date=January 13, 2003 |title=BUSINESS DIGEST: FAO Seeks Bankruptcy Protection |access-date= May 2, 2010}}</ref> but emerged from it three months later in April. The company filed for bankruptcy a second time in December 2003.<ref>{{cite news |url=https://www.nytimes.com/2003/12/03/business/fao-to-file-for-bankruptcy-and-break-up-toy-empire.html |title=FAO to File for Bankruptcy And Break Up Toy Empire |newspaper=The New York Times |first=Constance L. |last=Hays |date=December 3, 2003 |access-date=May 2, 2010}}</ref> All 13 remaining FAO Schwarz locations closed in January 2004 as a result of the bankruptcy, with the flagship Fifth Avenue store expected to reopen in July of that year but the others closing permanently.<ref>{{cite news |url=https://www.nytimes.com/2004/01/27/nyregion/fao-schwarz-closes-disappointing-visitors.html |title=F.A.O. Schwarz Closes, Disappointing Visitors |newspaper=The New York Times |first=Sherri |last=Day |date=January 27, 2004 |access-date=May 2, 2010}}</ref> The Fifth Avenue store reopened several months later than planned on Thanksgiving Day 2004, redesigned and renovated to accommodate a growing number of tourists,<ref>{{cite news| last=Guerrero| first=Susan| url=https://www.nytimes.com/2004/11/23/business/fao-schwarz-to-reopen-timing-is-no-coincidence.html |title=F.A.O. Schwarz to Reopen; Timing Is No Coincidence| newspaper=The New York Times| date=November 23, 2004}}</ref> and the Las Vegas location at [[The Forum Shops at Caesars]] ultimately remained open until 2010.<ref name=green>{{cite news| last=Green| first=Steve| url=https://lasvegassun.com/news/2010/feb/09/fao-schwarz-recessions-just-no-fun/ |title=FAO Schwarz lets Forum Shops lease expire, quietly leaves Las Vegas| newspaper=[[Las Vegas Sun]]| date= February 9, 2010}}</ref>


===D. E. Shaw & Co.===
===D. E. Shaw & Co.===
In February 2004, investment firm [[D. E. Shaw & Co.]], L.P., acquired the FAO Schwarz stores in New York and Las Vegas, as well as FAO Schwarz's catalog and internet business.<ref>{{cite web| url= http://www.dmnews.com/turnaround-firm-buys-fao-for-41m/article/83149/| title= Turnaround Firm Buys FAO for $41M| first= Glenn J.| last= Kalinoski| date= January 27, 2004| website= dmnews.com| access-date= May 23, 2012| archive-date= July 24, 2012| archive-url= https://web.archive.org/web/20120724221458/http://www.dmnews.com/turnaround-firm-buys-fao-for-41m/article/83149/| url-status= dead}}</ref> The [[New York City|New York]] and [[Las Vegas Strip|Las Vegas]] stores were reopened on [[Thanksgiving]] Day 2004.<ref>{{cite news |url= https://www.usatoday.com/money/industries/retail/2004-11-23-fao-usat_x.htm |title=Famous toy store to reopen |work= [[USA Today]] |date=November 23, 2004}}</ref> In November 2007, FAO Schwarz acquired premium children's clothing company Best & Co., which had plans to expand,<ref>{{cite web |url=http://multichannelmerchant.com/news/FAO-buys-Best-11132007/ |title=FAO Schwarz Buys Best & Co.| date= November 14, 2007| website= multichannelmerchant.com| access-date= June 17, 2019}}</ref> but the company ceased business in 2009.
In February 2004, investment firm [[D. E. Shaw & Co.]], L.P., acquired the FAO Schwarz stores in New York and Las Vegas, as well as FAO Schwarz's catalog and internet business.<ref>{{cite web| url=http://www.dmnews.com/turnaround-firm-buys-fao-for-41m/article/83149/| title=Turnaround Firm Buys FAO for $41M| first=Glenn J.| last=Kalinoski| date=January 27, 2004| website=Direct Marketing News| access-date=May 23, 2012| archive-date=July 24, 2012| archive-url=https://web.archive.org/web/20120724221458/http://www.dmnews.com/turnaround-firm-buys-fao-for-41m/article/83149/| url-status=dead}}</ref> The [[New York City|New York]] and [[Las Vegas Strip|Las Vegas]] stores reopened on [[Thanksgiving]] Day 2004.<ref>{{cite news |url= https://www.usatoday.com/money/industries/retail/2004-11-23-fao-usat_x.htm |title=Famous toy store to reopen |newspaper=[[USA Today]] |location=Tysons, Virginia |date=November 23, 2004}}</ref> In November 2007, FAO Schwarz acquired premium children's clothing company Best & Co., which had plans to expand,<ref>{{cite news |url=https://wwd.com/fashion-news/fashion-features/fao-schwarz-acquires-best-co-476927/ |title=FAO Schwarz Acquires Best & Co.| first=Whitney| last=Beckett| date=November 14, 2007| magazine=Women's Wear Daily| access-date=2023-10-23}}</ref> but the company ceased business in 2009.


===Toys "R" Us, Inc.===
===Toys "R" Us, Inc.===
In May 2009, [[Toys "R" Us|Toys "R" Us Inc.]] acquired FAO Schwarz.<ref>{{Cite news |url=https://www.bloomberg.com/apps/news?pid=20601087&sid=aijAoDFBRLQE |title=Toys "R" Us Acquires FAO Schwarz, Fifth Avenue Store |date=May 28, 2009 |website= Bloomberg.com |publisher= Bloomberg |access-date=May 28, 2009}}</ref> In 2009, Toys "R" Us subsequently put temporary FAO Schwarz boutiques in its U.S. Toys "R" Us stores for the holidays, and in October 2010, the concept was expanded into permanent boutiques in Toys "R" Us stores. In addition, FAO Schwarz-branded infant and toddler items are available in all of its Babies "R" Us stores nationwide.<ref>{{cite web |url=http://www.internetretailer.com/2010/10/15/fao-schwarz-plays-new-branding |title=FAO Schwarz delivers new branding to its stores and web site| date= October 15, 2010| website= internetretailer.com}}</ref> The company closed the Las Vegas location in January 2010,<ref>{{cite web |last1=Green |first1=Steve |title=FAO Schwarz lets Forum Shops lease expire, quietly leaves Las Vegas |url=http://lasvegassun.com/news/2010/feb/09/fao-schwarz-recessions-just-no-fun/ |website=Las Vegas Sun |date=February 9, 2010 |access-date=March 18, 2016}}</ref> followed by its previous flagship New York store.
In May 2009, [[Toys "R" Us|Toys "R" Us Inc.]] acquired FAO Schwarz.<ref>{{cite news |url=https://www.nbcnews.com/id/wbna30976981 |title=Toys 'R' Us acquires high-end FAO Schwarz |date=May 28, 2009 |website=[[NBC News]] |access-date=2023-10-23}}</ref> In 2009, Toys "R" Us subsequently put temporary FAO Schwarz boutiques in its U.S. Toys "R" Us stores for the holidays, and in October 2010, the concept was expanded into permanent boutiques in Toys "R" Us stores. In addition, FAO Schwarz-branded infant and toddler items are available in all of its Babies "R" Us stores nationwide.<ref>{{cite press release |url=https://www.prnewswire.com/news-releases/building-on-its-storied-history-fao-schwarz-embarks-upon-the-next-evolution-of-its-brand-designed-to-create-enchanting-memories-for-a-new-generation-of-kids-104929394.html |title=Building on its Storied History, FAO Schwarz® Embarks Upon the Next Evolution of its Brand, Designed to Create Enchanting Memories for a New Generation of Kids | date=October 14, 2010| publisher=Toys "R" Us| via=[[PR Newswire]]}}</ref> The company closed the Las Vegas location in January 2010, followed by its previous flagship New York store.<ref name=green/>
[[File:Officer of the Day opens FAO Schwarz jeh.jpg|thumb|FAO Schwarz door opening ceremony at 30 Rockefeller Plaza]]
[[File:Officer of the Day opens FAO Schwarz jeh.jpg|thumb|FAO Schwarz door opening ceremony at 30 Rockefeller Plaza]]


===ThreeSixty Group===
===ThreeSixty Group===
In October 2016, ThreeSixty Group, Inc. acquired FAO Schwarz from Toys ‘R’ Us, Inc.<ref>{{Cite web |date=2016-10-04 |title=ThreeSixty Group Announces Acquisition of FAO Schwarz |url=https://www.businesswire.com/news/home/20161004005372/en/ThreeSixty-Group-Announces-Acquisition-of-FAO-Schwarz |access-date=2022-09-17 |website=www.businesswire.com |language=en}}</ref>
In October 2016, ThreeSixty Group, Inc. acquired FAO Schwarz from Toys ‘R’ Us, Inc.<ref>{{cite press release |date=2016-10-04 |title=ThreeSixty Group Announces Acquisition of FAO Schwarz |url=https://www.businesswire.com/news/home/20161004005372/en/ThreeSixty-Group-Announces-Acquisition-of-FAO-Schwarz |publisher=ThreeSixty Group |access-date=2023-10-23 |via=[[Business Wire]] |language=en}}</ref>


The FAO Schwarz brand is currently the property of the descendants of the founder through the FAO Schwarz Family Foundation<ref>{{cite web |url=http://tsdr.uspto.gov/#caseNumber=78759620&caseType=SERIAL_NO&searchType=statusSearch |title=Trademark Status & Document Retrieval: Serial Number 78759620 |publisher= [[United States Patent and Trademark Office]] |access-date=December 21, 2012}}</ref> but is exclusively operated by ThreeSixty Group. In August 2018, ThreeSixty Group announced plans to open two new FAO Schwarz stores in New York. The one at [[30 Rockefeller Plaza]] in [[Rockefeller Center]] opened on November 16, 2018. Public transit access is available at [[47th–50th Streets–Rockefeller Center station|47-50 Streets Rockefeller Center Station]].<ref name="ago">{{cite news|url=https://www.businessinsider.com/fao-schwarz-reopening-after-suddenly-shutting-down-3-years-ago-2018-8|title=The world's most iconic toy store is reopening after suddenly shutting down 3 years ago|last=Green|first=Dennis|date=October 9, 2018|work=[[Business Insider]]|access-date=October 27, 2018}}</ref><ref>{{cite web|url=https://www.cnbc.com/2018/11/16/fao-schwarz-is-back-in-new-york-heres-what-its-new-store-looks-like.html|title=FAO Schwarz makes its return to New York. Here's what its new store looks like inside|last=Thomas|first=Lauren|date=November 16, 2018|website=CNBC.com|access-date=November 17, 2018}}</ref> The second opened at [[LaGuardia Airport]] in December 2018.<ref>{{Cite news |url=https://www.wsj.com/articles/fao-schwarz-is-set-to-return-and-it-needs-people-to-dance-on-the-big-piano-1535410371 |title=FAO Schwarz Is Set to Return, And It Needs People to Dance on the 'Big' Piano |last=Passy |first=Charles |work=WSJ|access-date=September 7, 2018 |language=en-US}}</ref><ref name= ago /><ref>{{Cite web|url=https://stuckattheairport.com/tag/fao-schwarz/|title=Stuck at the Airport|website=stuckattheairport.com|access-date=2020-01-14}}</ref>
The FAO Schwarz brand is currently the property of the descendants of the founder through the FAO Schwarz Family Foundation<ref>{{cite web |url=http://tsdr.uspto.gov/#caseNumber=78759620&caseType=SERIAL_NO&searchType=statusSearch |title=Trademark Status & Document Retrieval: Serial Number 78759620 |website=[[United States Patent and Trademark Office]] |access-date=December 21, 2012}}</ref> but is exclusively operated by ThreeSixty Group. In August 2018, ThreeSixty Group announced plans to open two new FAO Schwarz stores in New York. The one at [[30 Rockefeller Plaza]] in [[Rockefeller Center]] opened on November 16, 2018. The store features live toy demonstrations and carries many toys that are hard to find in the United States such as [[Brio (company)|BRIO]]. <ref>{{Cite web |last=Corsillo |first=Liza |date=2024-05-21 |title=A Toy Tester’s FAO Schwarz Wish List |url=https://nymag.com/strategist/article/liza-corsillo-how-i-pick-my-picks.html |access-date=2024-11-17 |website=The Strategist |language=en}}</ref><ref>{{Cite web |date=2023-12-07 |title=The 15 Most Magical Toy Stores You Have to Visit |url=https://financebuzz.com/magical-toy-stores |access-date=2024-11-17 |website=FinanceBuzz |language=en}}</ref> Public transit access is available at [[47th–50th Streets–Rockefeller Center station]].<ref name="ago">{{cite news| url=https://www.businessinsider.com/fao-schwarz-reopening-after-suddenly-shutting-down-3-years-ago-2018-8| title=The world's most iconic toy store is reopening after suddenly shutting down 3 years ago| last=Green| first=Dennis| date=October 9, 2018| website=Business Insider| access-date=October 27, 2018}}</ref><ref>{{cite web| url=https://www.cnbc.com/2018/11/16/fao-schwarz-is-back-in-new-york-heres-what-its-new-store-looks-like.html| title=FAO Schwarz makes its return to New York. Here's what its new store looks like inside| last=Thomas| first=Lauren| date=November 16, 2018| website=[[CNBC]]| access-date=November 17, 2018}}</ref> The second opened at [[LaGuardia Airport]] in December 2018.<ref>{{cite news |url=https://www.wsj.com/articles/fao-schwarz-is-set-to-return-and-it-needs-people-to-dance-on-the-big-piano-1535410371 |title=FAO Schwarz Is Set to Return, And It Needs People to Dance on the 'Big' Piano |last=Passy |first=Charles |newspaper=[[The Wall Street Journal]] |access-date=September 7, 2018 |language=en-US |url-access=subscription}}</ref><ref name=ago /><ref>{{cite web| url=https://stuckattheairport.com/tag/fao-schwarz/| title=Chicago's Midway Airport Gets a Classic Toy Store| website=Stuck at the Airport| date=March 10, 2019| access-date=2023-10-23}}</ref>


In October 2018, FAO Schwarz [[pop-up retail|pop-up]] stores opened at 90 [[Hudson's Bay Company]] stores across Canada, just ahead of the Christmas holiday season, to remain open through the holidays.<ref>{{cite press release| url= https://www3.hbc.com/press-release-container/hudsons-bay-to-bring-iconic-toy-brand-fao-schwarz-to-canada/| title= Hudson's Bay to bring iconic toy brand FAO Schwarz to Canada| place= Toronto| website= HBC.com| date= October 9, 2018| access-date= November 17, 2018| archive-date= November 17, 2018| archive-url= https://web.archive.org/web/20181117151150/https://www3.hbc.com/press-release-container/hudsons-bay-to-bring-iconic-toy-brand-fao-schwarz-to-canada/| url-status= dead}}</ref> In March 2019 a store opened at Chicago Midway Airport.<ref>{{Cite web|url=https://stuckattheairport.com/tag/fao-schwarz/|title=CHICAGO'S MIDWAY AIRPORT GETS A CLASSIC TOY STORE|website=stuckattheairport.com|access-date=2020-01-14}}</ref>
In October 2018, FAO Schwarz [[pop-up retail|pop-up]] stores opened at 90 [[Hudson's Bay Company]] stores across Canada, just ahead of the Christmas holiday season, to remain open through the holidays.<ref>{{cite press release| url=https://www3.hbc.com/press-release-container/hudsons-bay-to-bring-iconic-toy-brand-fao-schwarz-to-canada/| title=Hudson's Bay to bring iconic toy brand FAO Schwarz to Canada| publisher=Hudson's Bay Company| date=October 9, 2018| access-date=November 17, 2018| archive-date=November 17, 2018| archive-url=https://web.archive.org/web/20181117151150/https://www3.hbc.com/press-release-container/hudsons-bay-to-bring-iconic-toy-brand-fao-schwarz-to-canada/| url-status=dead}}</ref>


In March 2019, a store opened at [[Midway International Airport]] in [[Chicago]].<ref name=ago/>
⚫
In November 2021 a store opened in [[Milan]].<ref>{{Cite web |date=2021-11-05 |title=Fao Schwartz in Milano |url=https://lombardiasecrets.com/en/art-style/fao-schwartz-milan/ |access-date=2022-09-17 |website=Lombardia Secrets |language=en-US}}</ref>

Also in 2019, an F.A.O. Schwartz shop opened in [[Arnotts (Ireland)|Arnotts]] department store in Ireland, replacing its original toy shop.

⚫
In November 2021, a store opened in [[Milan]].<ref>{{cite web |date=2021-11-05 |title=Fao Schwartz in Milano |url=https://lombardiasecrets.com/en/art-style/fao-schwartz-milan/ |access-date=2022-09-17 |website=Lombardia Secrets |language=en-US}}</ref>

In spring 2024, a new location opened in Paris at [[Galeries Lafayette]] Haussmann department store.<ref>{{Cite web |last=Bouaziz |first=Dalila |date=2024-05-16 |title=La mythique enseigne américaine de jouets FAO Schwarz s’installe à Paris |url=https://www.republik-retail.fr/experience-client/relation-client/la-mythique-enseigne-americaine-de-jouets-fao-schwarz-s-installe-a-paris.html |access-date=2024-10-24 |website=Républik Retail |language=fr}}</ref>


==Brand==
==Brand==
FAO Schwarz is known for its large assortment of plush animals and the Piano Dance Mat, a smaller replica of [[The Walking Piano]] featured in the Tom Hanks film ''[[Big (film)|Big]]''.<ref name="fao.com">{{cite web|url=http://www.fao.com/family/index.jsp?categoryId=3893697|title=Building on Its Storied History, FAO Schwarz® Embarks Upon the Next Evolution of Its Brand, Designed To Create Enchanting Memories for a New Generation of Kids|website=FAO.com|url-status=dead|archive-url=https://web.archive.org/web/20150602111351/http://www.fao.com/family/index.jsp?categoryId=3893697|archive-date=June 2, 2015}}</ref> FAO Schwarz also features limited-quantity luxury items including a drivable, child-size automobile encrusted with over 40,000 crystals and valued at US$25,000.
FAO Schwarz is known for its large assortment of plush animals and the Piano Dance Mat, a smaller replica of [[The Walking Piano]] featured in the Tom Hanks film ''[[Big (film)|Big]]''.<ref name="fao.com">{{cite press release| url=http://www.fao.com/family/index.jsp?categoryId=3893697|title=Building on Its Storied History, FAO Schwarz® Embarks Upon the Next Evolution of Its Brand, Designed To Create Enchanting Memories for a New Generation of Kids| publisher=FAO Schwarz| date=October 14, 2010| url-status=dead| archive-url=https://web.archive.org/web/20150602111351/http://www.fao.com/family/index.jsp?categoryId=3893697| archive-date=June 2, 2015}}</ref> FAO Schwarz also features limited-quantity luxury items including a drivable, child-size automobile encrusted with over 40,000 crystals and valued at US$25,000.


In addition to its own line of products, FAO Schwarz carries brands including [[Margarete Steiff GmbH|Steiff]], the world's oldest{{citation needed|date= June 2019}} German designer of stuffed animals; [[Melissa & Doug]], a leading designer and manufacturer of educational toys; and [[Build-A-Bear Workshop]], a make-your-own experience featuring a selection of exclusive FAO Schwarz stuffed animals and accessories, among other in-store retail partners.
In addition to its own line of products, FAO Schwarz carries brands including [[Margarete Steiff GmbH|Steiff]], the world's oldest{{citation needed|date=June 2019}} German designer of stuffed animals; [[Melissa & Doug]], a leading designer and manufacturer of educational toys; and [[Build-A-Bear Workshop]], a make-your-own experience featuring a selection of exclusive FAO Schwarz stuffed animals and accessories, among other in-store retail partners.


When ''Kinectimals: Now with Bears!'' was released, the brand also released an exclusive teddy bear plush with a scan tag.
When ''Kinectimals: Now with Bears!'' was released, the brand also released an exclusive teddy bear plush with a scan tag.


===Logo===
===Logo===
Through the years, the FAO Schwarz logo has had versions that included a [[teddy bear]], [[toy block]]s, a [[toy soldier]], [[rocking horse]] and an animated [[clock tower]].<ref name="Rebranding">{{cite web |url=http://www.giftsanddec.com/article/532424-FAO_Schwarz_Evolving_Rebranding.php |title=FAO Schwarz Evolving, Rebranding| website= giftsanddec.com}}</ref> In 2010, the FAO Schwarz logo was redesigned in colors of red and silver. The new logo emphasized the initials of company founder, Frederick August Otto Schwarz.<ref>{{cite web |url=http://toybook.com/fao-redesigns-brand-with-new-logo-packaging-look |title=FAO Redesigns Brand with New Logo, Packaging| website= toybook.com|date=October 18, 2010}}</ref> It also debuted a company mascot, Wit.<ref name= "Rebranding"/> In 2017, FAO Schwarz hired design studio, Mattson Creative, to rebrand the FAO Schwarz logo and packaging. Mattson Creative also created the store's reopening tagline and [[hashtag]], "Return to Wonder".
Through the years, the FAO Schwarz logo has had versions that included a [[teddy bear]], [[toy block]]s, a [[toy soldier]], [[rocking horse]] and an animated [[clock tower]].<ref name="Rebranding">{{cite web |date=October 14, 2010 |url=https://www.giftsanddec.com/business-news/fao-schwarz-evolving-rebranding/#:~:text=The%20redesigned%20brand%20will%20be%20translated%20throughout%20all,all%20Toys%22R%22Us%20stores%20nationwide%2C%20and%20online%20at%20FAO.com. |title=FAO Schwarz Evolving, Rebranding| website=Gifts & Decorative Accessories}}</ref> In 2010, the FAO Schwarz logo was redesigned in colors of red and silver. The new logo emphasized the initials of company founder, Frederick August Otto Schwarz.<ref>{{cite web |url=http://toybook.com/fao-redesigns-brand-with-new-logo-packaging-look |title=FAO Redesigns Brand with New Logo, Packaging| website=The Toy Book |date=October 18, 2010}}</ref> It also debuted a company mascot, Wit.<ref name= "Rebranding"/> In 2017, FAO Schwarz hired design studio, Mattson Creative, to rebrand the FAO Schwarz logo and packaging. Mattson Creative also created the store's reopening tagline and [[hashtag]], "Return to Wonder".


== In popular culture ==
== In popular culture ==
[[File:2004-12-12 - New York (9).jpg|thumb|right|248px|The Walking Piano]]
[[File:2004-12-12 - New York (9).jpg|thumb|right|248px|The Walking Piano]]
In the 1972 short story "[[The Lesson (short story)|The Lesson]]", the store is cast as an instance of immense wealth disparity between [[Social class|classes]] to a group of poor children.
⚫
The New York store was featured in the 1988 [[Tom Hanks]] film ''[[Big (1988 film)|Big]]'', in which Hanks and [[Robert Loggia]] danced "[[Heart and Soul (1938 song)|Heart & Soul]]" and "[[Chopsticks (music)|Chopsticks]]" on the store's large [[The Walking Piano|dance-on piano]].<ref name="referenceforbusiness">{{cite web|url=http://www.referenceforbusiness.com/history2/52/FAO-Schwarz.html|title=FAO Schwarz – Company Profile, Information, Business Description, History, Background Information on FAO Schwarz|website=referenceforbusiness.com}}</ref>


⚫
The New York store is featured in the 1988 [[Tom Hanks]] film ''[[Big (1988 film)|Big]]'', in which Hanks and [[Robert Loggia]] dance "[[Heart and Soul (1938 song)|Heart & Soul]]" and "[[Chopsticks (music)|Chopsticks]]" on the store's large [[The Walking Piano|dance-on piano]].<ref name="referenceforbusiness">{{cite web| url=http://www.referenceforbusiness.com/history2/52/FAO-Schwarz.html| title=FAO Schwarz – Company Profile, Information, Business Description, History, Background Information on FAO Schwarz| website=Reference for Business}}</ref>
⚫
The store's interior was the inspiration for the fictional "Duncan's Toy Chest" featured in the 1992 film ''[[Home Alone 2: Lost in New York]].''<ref>{{Cite web|url=http://flavorwire.com/491106/the-frustrating-geographical-inaccuracy-of-home-alone-2-lost-in-new-york|title=The Frustrating Geographical Inaccuracy of 'Home Alone 2: Lost In New York'|date=2014-11-28|website=Flavorwire|language=en|access-date=2019-05-26}}</ref>


⚫
The store's interior was the inspiration for the fictional "Duncan's Toy Chest" featured in the 1992 film ''[[Home Alone 2: Lost in New York]].''<ref>{{cite web| url=http://flavorwire.com/491106/the-frustrating-geographical-inaccuracy-of-home-alone-2-lost-in-new-york| title=The Frustrating Geographical Inaccuracy of 'Home Alone 2: Lost in New York'| date=2014-11-28| website=Flavorwire| language=en| access-date=2019-05-26}}</ref>
In 1995, the store was featured in Woody Allen's ''[[Mighty Aphrodite]]'' in the final scene where main characters Lenny and Linda have a chance encounter. It is also featured in ''[[Baby Boom (film)|Baby Boom]]'' (1987) and ''[[Big Business (1988 film)|Big Business]]'' (1988), among others.<ref>{{cite web |url=http://www.screentours.com/FAO-Schwarz-new-york-city |title=New York Tours visiting FAO Schwarz: Explore New York City through its famous TV & movie locations! |website=screentours.com |access-date=April 4, 2012 |archive-date=February 9, 2012 |archive-url=https://web.archive.org/web/20120209065140/http://www.screentours.com/FAO-Schwarz-new-york-city |url-status=dead }}</ref>
The store is featured in Woody Allen's 1985 film ''[[Mighty Aphrodite]]'' in the final scene where main characters Lenny and Linda have a chance encounter. It is also featured in ''[[Baby Boom (film)|Baby Boom]]'' (1987) and ''[[Big Business (1988 film)|Big Business]]'' (1988), among others.<ref>{{cite web |url=http://www.screentours.com/FAO-Schwarz-new-york-city |title=New York Tours visiting FAO Schwarz: Explore New York City through its famous TV & movie locations! |website=Screen Tours |access-date=April 4, 2012 |archive-date=February 9, 2012 |archive-url=https://web.archive.org/web/20120209065140/http://www.screentours.com/FAO-Schwarz-new-york-city |url-status=dead }}</ref>


In the 1999 remake of the musical film ''[[Annie (1999 film)|Annie]]'', during the song "NYC", the characters Oliver Warbucks, Grace, and Annie join a crowd of people all admiring an impressive Christmas themed window display containing a sign that reads "F.A.O. Schwarz".
In the 1999 remake of the musical film ''[[Annie (1999 film)|Annie]]'', during the song "NYC", the characters Oliver Warbucks, Grace, and Annie join a crowd of people all admiring an impressive Christmas-themed window display containing a sign that reads "F.A.O. Schwarz".


In the 2010 film ''[[Toy Story 3]]'', when Buzz Lightyear is captured, Lots-o-Huggin' Bear unties him and indirectly references FAO Schwarz in a euphemism: "Oh F-A-O my Schwarz".
In the 2010 film ''[[Toy Story 3]]'', when Buzz Lightyear is captured, Lots-o-Huggin' Bear unties him and indirectly references FAO Schwarz in a euphemism: "Oh F-A-O my Schwarz".


The store is featured in the 2011 film ''[[The Smurfs (film)|The Smurfs]]'' during a chase scene.<ref>{{cite web |url=https://www.giftsanddec.com/business-news/fao-schwarz-gets-smurftastic-makeover-celebrating-appearance-in-smurf-filmnbsp/ |website=Gifts & Decorative Accessories |title= FAO Schwarz Gets Smurftastic Makeover, Celebrating Appearance in Smurf Film|date=July 26, 2011 }}</ref> Scenes from the movie were shot over five nights in May 2011.<ref>{{cite web |url=http://www.visualhollywood.com/movies_2011/smurfs/notes.pdf |title=THE SMURFS: Production Notes |access-date=April 4, 2012 |archive-url=https://web.archive.org/web/20110930132048/http://www.visualhollywood.com/movies_2011/smurfs/notes.pdf |website=Visual Hollywood| archive-date=September 30, 2011 |url-status=dead |df=mdy-all}}</ref>
In 2011, the store was featured in ''[[The Smurfs (film)|The Smurfs]]'' during a chase scene.<ref>{{cite web |url= http://www.giftsanddec.com/article/541364-FAO_Schwarz_Gets_Smurftastic_Makeover_Celebrating_Appearance_in_Smurf_Film_.php
| website= giftsanddec.com
| title= FAO Schwarz Gets Smurftastic Makeover, Celebrating Appearance in Smurf Film}}</ref> Scenes from the movie were shot over five nights in May 2011.<ref>{{cite web |url= http://www.visualhollywood.com/movies_2011/smurfs/notes.pdf
|title=THE SMURFS: Production Notes |access-date=April 4, 2012
|archive-url=https://web.archive.org/web/20110930132048/http://www.visualhollywood.com/movies_2011/smurfs/notes.pdf
|website= visualhollywood.com| archive-date=September 30, 2011 |url-status=dead |df=mdy-all }}</ref>


In the 2019 episode of ''[[The Simpsons]]'', "[[Crystal Blue-Haired Persuasion]]", a healing crystal shop is named "FAO Quartz".
In the 2019 episode of ''[[The Simpsons]]'', "[[Crystal Blue-Haired Persuasion]]", a healing crystal shop is named "FAO Quartz".
Line 100: Line 98:
==References==
==References==
{{Reflist|2}}
{{Reflist|2}}

==External links==
==External links==
{{Commons category|FAO Schwarz}}
{{Commons category}}
*[http://www.fao.com FAO Schwarz Website]
*[http://www.fao.com FAO Schwarz Website]
*[http://www.referenceforbusiness.com/history2/52/FAO-Schwarz.html History of FAO Schwarz from inception to 2001.]
*[http://www.referenceforbusiness.com/history2/52/FAO-Schwarz.html History of FAO Schwarz from inception to 2001.]
Line 114: Line 111:


{{DEFAULTSORT:Fao Schwarz}}
{{DEFAULTSORT:Fao Schwarz}}
[[Category:Toys "R" Us]]
[[Category:1862 establishments in Maryland]]
[[Category:Companies based in New York City]]
[[Category:1860s in Baltimore]]
⚫
[[Category:Shops in New York City]]
[[Category:American companies established in 1862]]
[[Category:American companies established in 1862]]
[[Category:Retail companies established in 1862]]
[[Category:Retail companies established in 1862]]
Line 122: Line 118:
[[Category:Retail companies established in 2018]]
[[Category:Retail companies established in 2018]]
[[Category:Companies that filed for Chapter 11 bankruptcy in 2003]]
[[Category:Companies that filed for Chapter 11 bankruptcy in 2003]]
⚫
[[Category:2018 establishments in New York City]]
⚫
[[Category:2010s in Manhattan]]
[[Category:2009 mergers and acquisitions]]
[[Category:2016 mergers and acquisitions]]
[[Category:Toys "R" Us]]
[[Category:Companies based in New York City]]
[[Category:Toy brands]]
⚫
[[Category:Shops in New York City]]
[[Category:Private equity portfolio companies]]
[[Category:Private equity portfolio companies]]
[[Category:Toy retailers of the United States]]
[[Category:Toy retailers of the United States]]
[[Category:1862 establishments in Maryland]]
[[Category:19th century in Baltimore]]
[[Category:Tourist attractions in Manhattan]]
[[Category:Tourist attractions in Manhattan]]
[[Category:Re-established companies]]
[[Category:Re-established companies]]
⚫
[[Category:2018 establishments in New York City]]
⚫
[[Category:2010s in Manhattan]]
[[Category:Rockefeller Center]]
[[Category:Rockefeller Center]]

Latest revision as of 19:23, 18 November 2024

FAO Schwarz
Company typePrivate
IndustryToys
Founded1862; 162 years ago (1862) (as Toy Bazaar)
Baltimore, Maryland, U.S.
FounderFrederick August Otto Schwarz
HeadquartersRockefeller Center, New York City, New York, U.S.
Number of locations
6
Products
  • Toys
  • games
  • clothing
  • baby products
OwnerMorse Partners (1986–1990)
ThreeSixty Group
(2016–present)
ParentW. R. Grace and Company (1970–1974)
Christiana Companies
(1985–1986)
Vendex KBB (1990–2001)
Right Start (2001–2004)
Toys "R" Us (2009–2016)
Websitefaoschwarz.com

FAO Schwarz is an American toy brand and retail chain.[1] The company is known for its high-end toys, life-sized stuffed animals, interactive experiences, brand integrations, and games.[2]

FAO Schwarz claims to be the oldest toy retailer in the United States, founded by its namesake, Frederick August Otto Schwarz, in 1862 in Baltimore before moving to New York City, where it has moved between several locations since 1870. The dance-on piano, made famous by the 1988 Tom Hanks film Big, brought international attention to the brand. FAO filed for bankruptcy twice in 2003 before temporarily shuttering the Fifth Avenue location in January 2004.[3] In May 2009, Toys "R" Us Inc. acquired FAO Schwarz, but in 2015, it permanently closed the Fifth Avenue location. ThreeSixty Group then acquired the brand, who opened the new FAO Schwarz location at 30 Rockefeller Plaza in November 2018. In 2019, ThreeSixty opened locations in Chicago,[4] Beijing,[5] London[6] and Dublin.[7]

The "FAO Schwarz" brandname and trademarks are owned by the FAO Schwarz Family Foundation and exclusively licensed to the ThreeSixty Group who own and operate the retail locations.

History

[edit]

Early history

[edit]
1910 F.A.O Schwarz Advertisement

FAO Schwarz was founded in 1862 in Baltimore under the name "Toy Bazaar" by German immigrant Frederick August Otto Schwarz.

In 1870, Schwarz opened a New York City location known as the "Schwarz Toy Bazaar" at 765 Broadway, which moved to 42 E. 14th Street in Union Square in 1880 and operated at that location until April 28, 1897, when it took over two vacant store locations at 39 and 41 W. 23rd Street. That year, The New York Times declared Schwarz as "the largest dealer in toys in this city."[8]

Beginning in November 1869, the Schwarz Toy Bazaar held an exhibition of toys that would be available for the Christmas season.[9] In 1896, Schwarz proclaimed the store as the "Original Santa Claus Headquarters" in New York.[10] The FAO Schwarz holiday catalog has been published annually since 1876.[11][12]

In 1931, the New York City location moved to 745 Fifth Avenue, where it operated for 55 years. In 1963, Parent's Magazine Enterprises purchased FAO Schwarz.[13] The terms of the deal read that it would license the name FAO Schwarz and continue using it for a maximum of five years before dropping the name, while still paying the Schwarz family a royalty on sales. However, the lease was renewed as the owners felt the name was too significant to lose. Part of the price of keeping the name was to keep the royalty agreement, and the Schwarz family set up a foundation to fund opportunities for young people to work in nonprofit with the income the royalties were making. Nine percent of the company remained in the hands of the Schwarz family. The company subsequently sold to W.R. Grace in 1970, and then to toy retailer Franz Carl Weber of Zurich, Switzerland, in 1974.[14]

Storefront at the General Motors Building in Manhattan

In 1985, Christiana Companies, a company based in San Diego, California, owned FAO Schwarz for one year. In 1986, Peter Harris, with the help of Philadelphia investment banker Peter Morse, bought the company under Morse Partners Ltd. and moved the toy store across 58th Street to the General Motors Building at 767 Fifth Avenue at 58th Street. FAO Schwarz was sold to Netherlands-based NV Koninklijke Bijenkorf Beheer (later renamed Royal Vendex/KBB NV) in 1990. Throughout the 1990s, new FAO Schwarz stores opened across the United States; by 2000, the company had 40 locations.

Right Start, FAO Inc. and bankruptcy

[edit]

In 2001, the Calabasas-based toy retailer Right Start, Inc. purchased 23 of the 40 stores, including the Fifth Avenue flagship store, from Royal Vendex for somewhere between $50 million and $60 million.[15]

In 2002, Right Start Inc. changed its corporate name to FAO Inc. operating stores under The Right Start, Zany Brainy and FAO Schwarz names.[16] On December 17, the company projected they would file for bankruptcy if its bank did not relax borrowing restrictions. On January 13, 2003, FAO Inc. filed for bankruptcy,[17] but emerged from it three months later in April. The company filed for bankruptcy a second time in December 2003.[18] All 13 remaining FAO Schwarz locations closed in January 2004 as a result of the bankruptcy, with the flagship Fifth Avenue store expected to reopen in July of that year but the others closing permanently.[19] The Fifth Avenue store reopened several months later than planned on Thanksgiving Day 2004, redesigned and renovated to accommodate a growing number of tourists,[20] and the Las Vegas location at The Forum Shops at Caesars ultimately remained open until 2010.[21]

D. E. Shaw & Co.

[edit]

In February 2004, investment firm D. E. Shaw & Co., L.P., acquired the FAO Schwarz stores in New York and Las Vegas, as well as FAO Schwarz's catalog and internet business.[22] The New York and Las Vegas stores reopened on Thanksgiving Day 2004.[23] In November 2007, FAO Schwarz acquired premium children's clothing company Best & Co., which had plans to expand,[24] but the company ceased business in 2009.

Toys "R" Us, Inc.

[edit]

In May 2009, Toys "R" Us Inc. acquired FAO Schwarz.[25] In 2009, Toys "R" Us subsequently put temporary FAO Schwarz boutiques in its U.S. Toys "R" Us stores for the holidays, and in October 2010, the concept was expanded into permanent boutiques in Toys "R" Us stores. In addition, FAO Schwarz-branded infant and toddler items are available in all of its Babies "R" Us stores nationwide.[26] The company closed the Las Vegas location in January 2010, followed by its previous flagship New York store.[21]

FAO Schwarz door opening ceremony at 30 Rockefeller Plaza

ThreeSixty Group

[edit]

In October 2016, ThreeSixty Group, Inc. acquired FAO Schwarz from Toys ‘R’ Us, Inc.[27]

The FAO Schwarz brand is currently the property of the descendants of the founder through the FAO Schwarz Family Foundation[28] but is exclusively operated by ThreeSixty Group. In August 2018, ThreeSixty Group announced plans to open two new FAO Schwarz stores in New York. The one at 30 Rockefeller Plaza in Rockefeller Center opened on November 16, 2018. The store features live toy demonstrations and carries many toys that are hard to find in the United States such as BRIO. [29][30] Public transit access is available at 47th–50th Streets–Rockefeller Center station.[31][32] The second opened at LaGuardia Airport in December 2018.[33][31][34]

In October 2018, FAO Schwarz pop-up stores opened at 90 Hudson's Bay Company stores across Canada, just ahead of the Christmas holiday season, to remain open through the holidays.[35]

In March 2019, a store opened at Midway International Airport in Chicago.[31]

Also in 2019, an F.A.O. Schwartz shop opened in Arnotts department store in Ireland, replacing its original toy shop.

In November 2021, a store opened in Milan.[36]

In spring 2024, a new location opened in Paris at Galeries Lafayette Haussmann department store.[37]

Brand

[edit]

FAO Schwarz is known for its large assortment of plush animals and the Piano Dance Mat, a smaller replica of The Walking Piano featured in the Tom Hanks film Big.[12] FAO Schwarz also features limited-quantity luxury items including a drivable, child-size automobile encrusted with over 40,000 crystals and valued at US$25,000.

In addition to its own line of products, FAO Schwarz carries brands including Steiff, the world's oldest[citation needed] German designer of stuffed animals; Melissa & Doug, a leading designer and manufacturer of educational toys; and Build-A-Bear Workshop, a make-your-own experience featuring a selection of exclusive FAO Schwarz stuffed animals and accessories, among other in-store retail partners.

When Kinectimals: Now with Bears! was released, the brand also released an exclusive teddy bear plush with a scan tag.

[edit]

Through the years, the FAO Schwarz logo has had versions that included a teddy bear, toy blocks, a toy soldier, rocking horse and an animated clock tower.[38] In 2010, the FAO Schwarz logo was redesigned in colors of red and silver. The new logo emphasized the initials of company founder, Frederick August Otto Schwarz.[39] It also debuted a company mascot, Wit.[38] In 2017, FAO Schwarz hired design studio, Mattson Creative, to rebrand the FAO Schwarz logo and packaging. Mattson Creative also created the store's reopening tagline and hashtag, "Return to Wonder".

[edit]
The Walking Piano

In the 1972 short story "The Lesson", the store is cast as an instance of immense wealth disparity between classes to a group of poor children.

The New York store is featured in the 1988 Tom Hanks film Big, in which Hanks and Robert Loggia dance "Heart & Soul" and "Chopsticks" on the store's large dance-on piano.[40]

The store's interior was the inspiration for the fictional "Duncan's Toy Chest" featured in the 1992 film Home Alone 2: Lost in New York.[41] The store is featured in Woody Allen's 1985 film Mighty Aphrodite in the final scene where main characters Lenny and Linda have a chance encounter. It is also featured in Baby Boom (1987) and Big Business (1988), among others.[42]

In the 1999 remake of the musical film Annie, during the song "NYC", the characters Oliver Warbucks, Grace, and Annie join a crowd of people all admiring an impressive Christmas-themed window display containing a sign that reads "F.A.O. Schwarz".

In the 2010 film Toy Story 3, when Buzz Lightyear is captured, Lots-o-Huggin' Bear unties him and indirectly references FAO Schwarz in a euphemism: "Oh F-A-O my Schwarz".

The store is featured in the 2011 film The Smurfs during a chase scene.[43] Scenes from the movie were shot over five nights in May 2011.[44]

In the 2019 episode of The Simpsons, "Crystal Blue-Haired Persuasion", a healing crystal shop is named "FAO Quartz".

In the 2021 series Hawkeye, the climax of the battle between Kate Bishop and Wilson Fisk occurs in the 30 Rockefeller Plaza location. The actual name of the shop is obscured.

References

[edit]
  1. ^ "FAO Schwarz: 150 Years of Toys". CNBC. Archived from the original on January 16, 2014.
  2. ^ Verdon, Joan (October 14, 2010). "Toys 'R' Us has big plans for luxe retailer FAO Schwarz". Daily Record. Morristown, New Jersey. Archived from the original on October 26, 2012.
  3. ^ Schlossberg, Mallory (July 15, 2015). "The world's most iconic toy store is shutting its doors today". Business Insider. Retrieved October 23, 2023.
  4. ^ Zumbach, Lauren (April 15, 2019). "FAO Schwarz, Eddie Bauer, sushi: Midway Airport is becoming more like a mall. And there's more to come". Chicago Tribune. Retrieved October 23, 2023.
  5. ^ Yew, Linda; Liu, Yujing (March 5, 2019). "FAO Schwarz to open its largest flagship toy store in Beijing to introduce Chinese consumers to 'experiential' shopping". South China Morning Post. Hong Kong. Retrieved October 23, 2023.
  6. ^ Lim, Kelly (October 24, 2019). "FAO Schwarz Opens First European Flagship at Selfridges in London". Women's Wear Daily.
  7. ^ Quann, Jack (May 20, 2019). "FAO Schwarz to open flagship store in Dublin". Newstalk.
  8. ^ "To Move Up-Town". The New York Times. April 28, 1897. p. 3.
  9. ^ "[Display Ad]". The New York Times. November 11, 1883. p. 15.
  10. ^ "[Display Ad]". The New York Times. November 26, 1896. p. 3.
  11. ^ "Celebrating a Storied Heritage and Creating New Traditions to Delight Children Everywhere, FAO Schwarz Announces its Extraordinary Offerings for Holiday 2009" (Press release). F.A.O. Schwarz. October 27, 2009. Archived from the original on March 13, 2013.
  12. ^ a b "Building on Its Storied History, FAO Schwarz® Embarks Upon the Next Evolution of Its Brand, Designed To Create Enchanting Memories for a New Generation of Kids" (Press release). FAO Schwarz. October 14, 2010. Archived from the original on June 2, 2015.
  13. ^ "Toy Store's Philosophy Is Tender Loving Care". The New York Times. September 7, 1964.
  14. ^ Beller, Thomas (November 18, 2015). "Toys Were Us: The Tragic End of F.A.O. Schwarz". Town & Country.
  15. ^ "FAO Schwarz Sells Stores to Educational Toy Firm". The Washington Post. November 20, 2001.
  16. ^ "The Right Start buys FAO Schwarz". Retail Traffic. Archived from the original on June 13, 2011. Retrieved November 2, 2009.
  17. ^ "BUSINESS DIGEST: FAO Seeks Bankruptcy Protection". The New York Times. January 13, 2003. Retrieved May 2, 2010.
  18. ^ Hays, Constance L. (December 3, 2003). "FAO to File for Bankruptcy And Break Up Toy Empire". The New York Times. Retrieved May 2, 2010.
  19. ^ Day, Sherri (January 27, 2004). "F.A.O. Schwarz Closes, Disappointing Visitors". The New York Times. Retrieved May 2, 2010.
  20. ^ Guerrero, Susan (November 23, 2004). "F.A.O. Schwarz to Reopen; Timing Is No Coincidence". The New York Times.
  21. ^ a b Green, Steve (February 9, 2010). "FAO Schwarz lets Forum Shops lease expire, quietly leaves Las Vegas". Las Vegas Sun.
  22. ^ Kalinoski, Glenn J. (January 27, 2004). "Turnaround Firm Buys FAO for $41M". Direct Marketing News. Archived from the original on July 24, 2012. Retrieved May 23, 2012.
  23. ^ "Famous toy store to reopen". USA Today. Tysons, Virginia. November 23, 2004.
  24. ^ Beckett, Whitney (November 14, 2007). "FAO Schwarz Acquires Best & Co". Women's Wear Daily. Retrieved October 23, 2023.
  25. ^ "Toys 'R' Us acquires high-end FAO Schwarz". NBC News. May 28, 2009. Retrieved October 23, 2023.
  26. ^ "Building on its Storied History, FAO Schwarz® Embarks Upon the Next Evolution of its Brand, Designed to Create Enchanting Memories for a New Generation of Kids" (Press release). Toys "R" Us. October 14, 2010 – via PR Newswire.
  27. ^ "ThreeSixty Group Announces Acquisition of FAO Schwarz" (Press release). ThreeSixty Group. October 4, 2016. Retrieved October 23, 2023 – via Business Wire.
  28. ^ "Trademark Status & Document Retrieval: Serial Number 78759620". United States Patent and Trademark Office. Retrieved December 21, 2012.
  29. ^ Corsillo, Liza (May 21, 2024). "A Toy Tester's FAO Schwarz Wish List". The Strategist. Retrieved November 17, 2024.
  30. ^ "The 15 Most Magical Toy Stores You Have to Visit". FinanceBuzz. December 7, 2023. Retrieved November 17, 2024.
  31. ^ a b c Green, Dennis (October 9, 2018). "The world's most iconic toy store is reopening after suddenly shutting down 3 years ago". Business Insider. Retrieved October 27, 2018.
  32. ^ Thomas, Lauren (November 16, 2018). "FAO Schwarz makes its return to New York. Here's what its new store looks like inside". CNBC. Retrieved November 17, 2018.
  33. ^ Passy, Charles. "FAO Schwarz Is Set to Return, And It Needs People to Dance on the 'Big' Piano". The Wall Street Journal. Retrieved September 7, 2018.
  34. ^ "Chicago's Midway Airport Gets a Classic Toy Store". Stuck at the Airport. March 10, 2019. Retrieved October 23, 2023.
  35. ^ "Hudson's Bay to bring iconic toy brand FAO Schwarz to Canada" (Press release). Hudson's Bay Company. October 9, 2018. Archived from the original on November 17, 2018. Retrieved November 17, 2018.
  36. ^ "Fao Schwartz in Milano". Lombardia Secrets. November 5, 2021. Retrieved September 17, 2022.
  37. ^ Bouaziz, Dalila (May 16, 2024). "La mythique enseigne américaine de jouets FAO Schwarz s'installe à Paris". Républik Retail (in French). Retrieved October 24, 2024.
  38. ^ a b "FAO Schwarz Evolving, Rebranding". Gifts & Decorative Accessories. October 14, 2010.
  39. ^ "FAO Redesigns Brand with New Logo, Packaging". The Toy Book. October 18, 2010.
  40. ^ "FAO Schwarz – Company Profile, Information, Business Description, History, Background Information on FAO Schwarz". Reference for Business.
  41. ^ "The Frustrating Geographical Inaccuracy of 'Home Alone 2: Lost in New York'". Flavorwire. November 28, 2014. Retrieved May 26, 2019.
  42. ^ "New York Tours visiting FAO Schwarz: Explore New York City through its famous TV & movie locations!". Screen Tours. Archived from the original on February 9, 2012. Retrieved April 4, 2012.
  43. ^ "FAO Schwarz Gets Smurftastic Makeover, Celebrating Appearance in Smurf Film". Gifts & Decorative Accessories. July 26, 2011.
  44. ^ "THE SMURFS: Production Notes" (PDF). Visual Hollywood. Archived from the original (PDF) on September 30, 2011. Retrieved April 4, 2012.
[edit]
Wikimedia Commons has media related to FAO Schwarz.

40°45′48″N 73°58′20″W / 40.7634°N 73.9723°W / 40.7634; -73.9723

Retrieved from "https://en.wikipedia.org/enwiki/w/index.php?title=FAO_Schwarz&oldid=1258211395"