FAO Schwarz facts for kids
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| Private | |
| Industry | Toys |
| Founded | 1862 (as Toy Bazaar) Baltimore, Maryland, U.S. |
| Founder | Frederick August Otto Schwarz |
| Headquarters | Rockefeller Center, New York City, New York, U.S. |
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Number of locations
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6 |
| Products |
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| Owner | Morse Partners (1986–1990) ThreeSixty Group (2016–present) |
| Parent | W. R. Grace and Company (1970–1974) Christiana Companies (1985–1986) Vendex KBB (1990–2001) Right Start (2001–2004) Toys "R" Us (2009–2016) |
FAO Schwarz is a famous American toy store and brand. It is known for its fancy toys, huge stuffed animals, and fun, interactive experiences. You might know it from the giant floor piano in the movie Big!
FAO Schwarz says it's the oldest toy seller in the United States. It was started by Frederick August Otto Schwarz in 1862 in Baltimore. Later, it moved to New York City, where it has been in several different spots since 1870. The famous "dance-on piano" from the 1988 Tom Hanks film Big made the store super famous around the world.
The company had some financial troubles in 2003 and closed its main store for a short time. In 2009, Toys "R" Us bought FAO Schwarz. But in 2015, the main New York store closed again. Then, a company called ThreeSixty Group bought the brand. They opened a brand new FAO Schwarz store in Rockefeller Center in November 2018. Since then, new stores have opened in places like Chicago, Beijing, London, and Dublin.
Contents
History of FAO Schwarz
How it All Started
FAO Schwarz was founded in 1862 by a German immigrant named Frederick August Otto Schwarz. He first opened his toy store in Baltimore, Maryland, and called it "Toy Bazaar."
In 1870, Schwarz opened a store in New York City. It was called the "Schwarz Toy Bazaar." This store moved a few times over the years. By 1897, it was known as the biggest toy seller in New York.
Every year, starting in 1869, the Schwarz Toy Bazaar would show off its new toys for Christmas. In 1896, the store proudly called itself the "Original Santa Claus Headquarters" in New York. The FAO Schwarz holiday catalog, which shows all their cool toys, has been printed every year since 1876.
Changes Over the Years
In 1931, the main New York City store moved to 745 Fifth Avenue. It stayed there for 55 years. Over time, FAO Schwarz was bought by different companies. In 1963, Parent's Magazine Enterprises bought it. They kept the famous FAO Schwarz name because it was so important.
Later, in 1970, W. R. Grace and Company bought the company. Then, a Swiss toy company named Franz Carl Weber bought it in 1974. In 1986, the store moved again to the General Motors Building on Fifth Avenue. Throughout the 1990s, many new FAO Schwarz stores opened across the United States. By the year 2000, there were 40 locations!
Financial Challenges and Reopenings
In 2001, a toy company called Right Start bought most of the FAO Schwarz stores. In 2002, Right Start Inc. even changed its name to FAO Inc. But the company soon faced big financial problems.
In January 2003, FAO Inc. had to file for bankruptcy. This means they had serious money troubles. They got out of bankruptcy a few months later, but then filed again in December 2003. Because of these problems, all 13 FAO Schwarz stores closed in January 2004. Luckily, the main Fifth Avenue store reopened later that year, just in time for Thanksgiving. The Las Vegas store also stayed open for a while.
New Owners and New Stores
In 2004, an investment company called D. E. Shaw & Co. bought the FAO Schwarz stores in New York and Las Vegas. They also took over the catalog and online business.
In May 2009, Toys "R" Us bought FAO Schwarz. Toys "R" Us started putting small FAO Schwarz sections inside its own stores for the holidays. They even added FAO Schwarz baby items to their Babies "R" Us stores. However, the Las Vegas store closed in 2010, and the famous New York store closed its doors in 2015.
But the story didn't end there! In October 2016, ThreeSixty Group, Inc. bought FAO Schwarz from Toys "R" Us. The FAO Schwarz brand is still owned by the founder's family through a special foundation. ThreeSixty Group runs the stores.
In August 2018, ThreeSixty Group announced plans for two new FAO Schwarz stores in New York. One opened at 30 Rockefeller Plaza in Rockefeller Center in November 2018. Another opened at LaGuardia Airport in December 2018. In 2018, temporary FAO Schwarz stores also popped up in 90 Hudson's Bay Company stores across Canada for the holidays. In March 2019, a store opened at Chicago Midway Airport. In November 2021, a store opened in Milan, Italy.
What Makes FAO Schwarz Special
FAO Schwarz is famous for its huge collection of soft, cuddly plush animals. It's also known for the Piano Dance Mat. This is a smaller version of the giant floor piano from the Tom Hanks movie Big. FAO Schwarz also sells some very special, limited-edition luxury items. For example, they once had a child-sized car covered in over 40,000 crystals, which cost $25,000!
Besides its own products, FAO Schwarz sells toys from other great brands. These include Steiff, a very old German company known for its stuffed animals. They also carry Melissa & Doug, which makes educational toys. And you can even find a Build-A-Bear Workshop inside, where you can make your own special FAO Schwarz stuffed animal.
The FAO Schwarz Logo
Over the years, the FAO Schwarz logo has changed many times. It has featured things like a teddy bear, toy blocks, a toy soldier, a rocking horse, and even an animated clock tower.
In 2010, the logo was redesigned with red and silver colors. This new logo really highlighted the initials of the company's founder, Frederick August Otto Schwarz. They also introduced a company mascot named Wit. In 2017, the logo and packaging were redesigned again. The new design also came with a fun new slogan: "Return to Wonder."
