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Venerable toy retailer FAO Schwarz will have a store presence this Christmas for the first time since the company closed its remaining physical store — the famous New York City flagship on Fifth Avenue — in July 2015. FAO Schwarz is opening shop-in-shops inside nearly 200 of Bon-Ton Stores, Inc.’s department stores: Bon-Ton, Bergner’s, Boston Store, Carson’s, Elder-Beerman, Herberger’s and Younkers. And these shops will then remain open year-round.
FAO Schwarz, which ThreeSixty Group acquired from Toys ‘R’ Us in October 2016, also continues to offer a full range of merchandise on its website.
“This cherished brand has been enjoyed by children and families for 155 years, and we are delighted to carry this unique toy collection in our stores,” said Chad Stauffer, Bon-Ton Stores’ chief merchandising officer, in a prepared statement.
The shop-in-shops include an FAO Schwarz classic: the piano mat featured in the movie Big, starring Tom Hanks.
Bon-Ton Stores, based in York, Pa., and Milwaukee, operates 260 stores across 24 states.
By Edmund Mander
Director, Editor-In-Chief/SCT
