Licensing News

Global Icons to Expand FAO Schwarz Licensing Program


Brand-licensing agency Global Icons has announced a new representation agreement with toy retailer FAO Schwarz.

Global Icons will expand and build upon FAO’s existing licensing program and current product lineup that is sold in over 10,000 doors since the brand’s relaunch in 2017. The program will leverage the brand into strategic categories that will deliver the same attributes of big imagination, creativity, and fun as their most loved products, including the Plush Anniversary Bear and the Floor Piano Mat.

The agency will tailor a one-of a kind program with various brand collaborations and a strong focus on experiential licensing. The program will continue to develop internationally, utilizing their current presence in China, the United Kingdom, and Ireland, with many more to come. Global will look for licensing partnerships in experiential, fashion accessories, food and beverage, footwear, HBA, home furnishings and decor, infant products, publishing, youth electronics, and sporting goods.

Jeff Lotman, CEO of Global Icons, stated, “Our recent acquisition in retail has proven that licensing is a strategic marketing tool to leverage brand equities and purpose. With FAO Schwarz, our objective is to promote their rich history and showmanship with complementary experiences, products, and services at retail. Global Icons is thrilled to partner with this timeless brand.”

“We are excited to work with Global Icons to find new licensees, in categories beyond toys, the opportunity to pair their creativity with our brand, and to reach a broader fanbase of adults and children alike,” said Janet Keane, Director of Licensing at ThreeSixty Group (owner of FAO Schwarz).