FAO Schwarz opened its first European flagship toy stores at Arnotts in Dublin on October 29 and Selfridges in London on October 22. This expansion marks the third and fourth flagship stores to open worldwide in less than a year, starting with New York in November 2018, and Beijing in May 2019.
“The opening of these flagships and expansion in Europe further exemplifies FAO Schwarz as a global kids lifestyle brand,” said Jan-Eric Kloth, COO of ThreeSixty Group, owners of FAO Schwarz. “FAO Schwarz has proven time and again that our in-store experiences are key to creating a memorable visit filled with wonderment and excitement for kids of all ages. We are so excited to bring this larger than life experience that FAO Schwarz has to offer for over 150 years, to Europe.”
Both new flagships include retail experiences such as magic shows, baby doll adoptions, build-your-own RC race car, and the dance-on-piano, among others. Additionally, the stores feature FAO Schwarz’s Clock Tower and Rocket Ship as well as FAO Schweetz, the brand’s exclusive candy destination.
FAO Schwarz at Selfridges is over 22,000 square feet, with FAO Schwarz at Arnotts at 6,000 square feet. Both stores offer a range of dolls, plush toys, kids’ tech, magnets, souvenirs, and automotive toys as well as toys from partner brands such as Playmobil, Lego, Steiff, Bunnies By The Bay, and Schleich. In addition, FAO at Selfridges features an exclusive line of toys and two new collections from the brands Discovery #MINDBLOWN, a learning-focused science and technology collection, and Sharper Image, a design-driven robotics and laser line as well as dance lessons with the maestro on FAO’s famous dance-on-piano.