Toy “R” Us has finally decided what they want to do with the FAO Schwarz brand. You may remember that Toys “R” Us bought FAO Schwarz back in May.
“Toys R Us is to open more than 500 FAO concessions in its stores across the US.
The announcement is the first unveiling of its plan for the brand which it purchased back in May.
FAO Schwarz also has two standalone stores in New York and Las Vegas.This year, Toys R Us will open 585 boutiques within its own stores branded with the FAO Schwarz name beginning on November 1st.
The boutiques will feature overhead signs and life-size displays of FAO Schwarz’ toy soldier logo, which stands outside its stores.
TRU has also relaunched FAO.com, the FAO Schwarz web site, and will continue to publish FAO Schwarz’ holiday catalogue.“