FAO Schwarz boards Global Travel Retail

With recent expansion in China and London and Dublin openings scheduled for October, there is immense potential for the New York experiential toy brand FAO Schwarz. Exclusive global channel distributor SKYlink says it has very high expectations for the brand.

Earlier this year FAO Schwarz partnered with Kidsland, China’s largest toy distributor and retailer with almost 200 stores; while a 27,000 sq ft flagship store opened in China World Mall, Beijing. 

FAO Schwarz aims to be the leading high-end toy retailer as it plans its domestic growth – with travel retail seen as a natural outlet for expansion.

“We were delighted when FAO Schwarz approached us to represent them in global travel retail. This is a brand whose belief in experiential marketing is perfect for the channel; and while other toy suppliers have fallen by the wayside in the face of ecommerce competition, FAO Schwarz is going from strength to strength” comments SKYlink managing director Barry Fitzpatrick


Spanning more than 20,000 sq ft, the first flagship store will open in Europe within Selfridge’s Oxford St location. The store will take its cues from the new New York City flagship outlet in the Rockefeller Plaza. It will featuring the famous Clocktower, Grand Piano dance mat and new FAO Rocket Ship. Experiences will include the FAO Raceway, inviting shoppers to walk alongside trained ‘mechanics’ as they build remote controlled cars from the ground up.  Later next month, a 6,000sq ft FAO Schwarz store opens Dublin with more launches later for Canada.

Fao Schwarz

“The opportunity now to expand the international footprint of FAO Schwarz in travel retail is just perfect. We’ve selected a core line of around 30 items that reflect the DNA of the brand with some really eye-catching merchandising and display mechanisms that enable retailers to build a truly experiential offer for travellers” continues Fitzpatrick.

GTR Listings

Listings commence with DFS Galleria in time for the Christmas campaign at outlets in Cambodia, Hawaii, Hong Kong, Macau, Singapore and Vietnam. The range on offer will include Robotic Robotosaur Mini, Bumper Car Set, Flip Stunt Rally, Vintage Bluetooth Musical Microphone, Phantom Racer Trike, Plush Bear Soldier, Construction set and more.