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 brand and store. It is known for its fancy toys, huge stuffed animals, and fun, interactive experiences. You might know it from the giant "dance-on piano" featured in the 1988 movie Big starring Tom Hanks.
The company says it is the oldest toy store in the United States. It was started by Frederick August Otto Schwarz in 1862 in Baltimore. Later, it moved to New York City in 1870. FAO Schwarz has moved to several different locations in New York over the years.
In 2009, Toys "R" Us bought FAO Schwarz. However, the famous Fifth Avenue store closed in 2015. Then, ThreeSixty Group bought the brand in 2016. They opened a new FAO Schwarz store at Rockefeller Center in New York in November 2018. Since then, new stores have opened in cities like Chicago, Beijing, London, and Dublin.
Contents
The Story of FAO Schwarz
How It All Began
FAO Schwarz was founded in 1862 by a German immigrant named Frederick August Otto Schwarz. He opened his first store in Baltimore, calling it "Toy Bazaar."
In 1870, Schwarz opened a store in New York City. It was first called the "Schwarz Toy Bazaar." The store moved a few times in New York. By 1897, The New York Times newspaper called Schwarz "the largest dealer in toys in this city."
Every year since 1869, the store has shown off new toys for the Christmas season. In 1896, Schwarz even called his store the "Original Santa Claus Headquarters" in New York. The FAO Schwarz holiday catalog, which shows all their toys, has been printed every year since 1876.
Moving and Changing Owners
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. Later, it was sold to W.R. Grace in 1970, and then to a Swiss toy company in 1974.
In 1986, the store moved again to the General Motors Building at 767 Fifth Avenue. During the 1990s, many new FAO Schwarz stores opened across the United States. By the year 2000, there were 40 locations.
Challenges and New Beginnings
In 2001, a toy company called Right Start Inc. bought 23 of the FAO Schwarz stores, including the main Fifth Avenue store. Right Start Inc. even changed its name to FAO Inc.
However, the company faced some tough times. In 2003, FAO Inc. had to file for bankruptcy twice. This meant they were having financial problems. Because of this, all 13 FAO Schwarz stores closed in January 2004. The famous Fifth Avenue store reopened later that year, but most other locations closed for good.
In 2009, Toys "R" Us Inc. bought FAO Schwarz. They even put small FAO Schwarz sections inside their own Toys "R" Us stores. However, the main New York store closed again in 2015.
The ThreeSixty Group Era
In October 2016, ThreeSixty Group, Inc. bought FAO Schwarz from Toys "R" Us. The FAO Schwarz brand is now owned by the founder's family foundation, but ThreeSixty Group runs the stores.
In August 2018, ThreeSixty Group announced plans for new FAO Schwarz stores in New York. The store at 30 Rockefeller Plaza in Rockefeller Center opened on November 16, 2018. This store has live toy demonstrations and sells unique toys. Another store opened at LaGuardia Airport in December 2018.
In 2018, temporary FAO Schwarz "pop-up" stores also opened in 90 Hudson's Bay Company stores across Canada for the holiday season. In March 2019, a store opened at Midway International Airport in Chicago. Also in 2019, a shop opened in the Arnotts department store in Ireland. More recently, stores opened in Milan in November 2021 and in Paris in spring 2024.
What Makes FAO Schwarz Special?
FAO Schwarz is famous for its huge collection of plush animals. It's also known for the Piano Dance Mat, which is a smaller version of the giant piano from the movie Big. They even sell very special, expensive items, like a child-sized car covered in over 40,000 crystals, costing US$25,000!
Besides its own products, FAO Schwarz sells toys from other well-known brands. These include Steiff, a German company that makes stuffed animals, and Melissa & Doug, known for educational toys. They also have a Build-A-Bear Workshop inside, where you can create your own stuffed animal.
The FAO Schwarz Logo
Over the years, the FAO Schwarz logo has changed many times. It has featured images 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 highlighted the initials of the founder, Frederick August Otto Schwarz. It also introduced a company mascot named Wit. In 2017, the logo and packaging were redesigned again. The new design also came with a catchy phrase for the store's reopening: "Return to Wonder."
