Photo: RICH KARECKAS, AP
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- Iconic toy brand FAO Schwarz is opening a store in Rockefeller Plaza on November 16.
- The brand was known for its famous flagship store on 5th Avenue, which closed in 2015.
- The new store is being developed by Threesixty Group, a product developer and distributor, which purchased the brand from Toys R Us in 2016.
FAO Schwarz is coming back to Manhattan.
The iconic toy store brand, known for interactive displays like its famous giant piano, is opening up a new store in Rockefeller Plaza. The store is opening November 16 and will be ready for the holiday rush, the company announced on Tuesday.
FAO Schwarz was originally known for its iconic store on Fifth Avenue. The new store is about five blocks south of the old one.
The store is being developed by Threesixty Group, a product developer and distributor, which purchased the entire FAO Schwarz brand from Toys R Us in 2016. Threesixty did not disclose the terms of the store’s lease of the 20,000 square feet of prime tourist-friendly real estate, but it was previously reported to be long-term.
The store will be experiential, featuring FAO’s iconic life-size piano, magic shows, a baby adoption center, a grocery-shopping area for kids, and a station to construct a remote-controlled car.
The new FAO Schwarz store has a chance to capture some of the sales and glitz of its former parent company, Toys R Us, which liquidated all of its US stores earlier this year.
Toys R Us was also known for its high-profile Manhattan stores, like its enormous location in Times Square, which was a destination for holiday shopping and wish-list making.
The Rockefeller Plaza location is planned to be just the first in a string of FAO Schwarz stores to revive the brand. The brand is also planning to open a smaller location in LaGuardia Airport this year, the Wall Street Journal reported in August.
It’s also planning to open pop-up shops in department stores around the world, including Hudson’s Bay in Canada, Selfridges in the UK, Myer Australia in Australia, and El Corte Ingles in Spain.
Another full store, this one 27,000 square feet, will open in Beijing, China, in 2019 in partnership with Kidsland China.
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