Windows of Wonder: FAO Schwarz Showcases Colorful Debut of Decora Girlz

FAO Schwarz Decora Girlz

The fabled windows of FAO Schwarz at Rockefeller Center were aglow with vibrant hues as the iconic retailer unveiled the delightful Decora Girlz doll line, a new creation from the toy innovators at Cepia, LLC.


Decora Girlz has officially taken over New York City’s most famous toy store with a jaw-dropping Decora Girlz window display for all of Rockefeller Center to enjoy, giving spectators a sneak peek of what’s inside. The immersive shopping experience begins with a dedicated Decora Girlz feature shop, displaying the complete collection of five-inch Decora Girlz collectibles and eleven-inch Decora Fashion Girlz, as well as the Decora Girlz Sticker Store Playset. Not only will FAO Schwarz be the first place to find eleven-inch Decora Fashion Girlz Sweetie and Luna characters, but they’ll be offering sweet surprises each weekend in March including a chance to win a Decora Girlz Influencer Box as seen on TikTok!


“The launch at FAO Schwarz reflects our shared values of wonder and innovation in toys,” said James Russell Hornsby, Founder and CEO of Cepia. “It’s an honor to present Decora Girlz amidst the magic of such a storied location, and we are genuinely excited to see these dolls spark creativity in children.”


“We’re excited to bring the Decora Girlz brand to life at FAO and offer fans the first opportunity to engage with the brand,” says David Niggli, Chief Merchandising Officer at FAO Schwarz. “At FAO Schwarz, we are more than just a toy store – we inspire awe and wonder with one-of-a-kind experiences, and we can’t wait to see how Decora Girlz delights our guests!”


The unveiling at FAO Schwarz was as big and bright as the line itself, filled with familiar faces including child fashion correspondent Taylen Biggs, TikTok sensation Nathan Fox, and Decora Kei fashion influencer and brand consultant, Cybr.grl. The exclusive launch event marks the beginning of a month-long celebration at the iconic toy store filled with further activations and surprises.


The Decora Girlz line is available for purchase now at FAO Schwarz, and if you’re located outside the New York area, you can purchase your Decora Girlz bestie online at For more information on Decora Girlz, visit and receive the latest updates by following the brand on Instagram, TikTok, and Facebook.


decora girlz


Headquartered in St. Louis, Mo., Cepia, LLC is a family-owned, privately-held entity that stands as a hub of creativity and innovation in the toy industry. Under the visionary leadership of James Russell Hornsby, Cepia has been instrumental in creating iconic brands such as Zhu Zhu Pets and the VS World including Cats vs Pickles, Cows vs Aliens and Bears vs Donuts. Committed to igniting children’s imaginations worldwide, Cepia’s product portfolio, including the new Decora Girlz and a refresh of the classic Zhu Zhu Pets as Zhu Zhu Aquarium, are distributed to major and specialty retailers globally. Explore Cepia’s enchanting world at


FAO Schwarz is one of the oldest, most historic, and iconic toy brands in the world. FAO Schwarz opened its first doors in 1862 revealing a marvelous, bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. Founded by Frederick August Otto Schwarz, FAO Schwarz has always been synonymous with quality and innovation, offering cherished memories for generations of adults and children alike. At its core, FAO Schwarz has always been known for the “theater of it all,” where toys meet deep nostalgia. FAO has been delivering wonder to families for over 160 years, celebrating awe and discovery for all children and the child inside all of us.