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FAO Schwarz, the storied toy store, is back in the game.
The retailer is opening a 20,000-square-foot flagship in New York City's Rockefeller Center in November, reports The Wall Street Journal. This will be a first step to a global rollout, according to the retailer’s owner, ThreeSixty Group, which bought FAO from Toys 'R' Us in October 2016.
A smaller store is to open at New York City’s LaGuardia Airport in the fall, and then a store will open in China next year.
The Rockefeller Center flagship will be as much about experience as about sales, the company told the newspaper, with product demonstrations and magicians being among the features, as well as that giant piano keyboard made famous in the Tom Hanks movie Big.
By Edmund Mander
Director, Editor-In-Chief/SCT
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