FAO Schwarz Launches New Online and In-Store Experiences

FAO Schwarz is transforming its in-store experiences to incorporate social distancing and to include virtual visits.

By Melissa Wickes December 11, 2020

Just in time for the holidays, New York's favorite toy store FAO Schwarz is launching brand new in-store and online experiences for families to enjoy no matter where they're located. The online experiences offered by FAO will bring the magic of the toy store into your home so families can continue to make fun memories without leaving home.

New in-Store Experiences at FAO Schwarz

Elmo's Monster Factory invites visitors to create their very own personal Sesame Street inspired monster, with endless design options made before their eyes.
Sharper Image Studio gives visitors a peek into the future, with drones flying overhead, remote cars racing by, and a robotic dinosaur stomping around.
Steiff Showroom is a special collection of endangered species plush toys, created in partnership with National Geographic. Every purchase of an at-risk animal donates a portion of proceeds to wildlife conservation.
Iron Studios is a collection of extremely detailed collectible figures, including replicas from Disney, Marvel, Star Wars, and more.
Funko will offer the largest collection of Funko's unique pop culture collectibles, accessories, toys, and games in the city. Characters include DC Comics, Pokemon, music legends, and more.
FAO Theatre will be adapted to be interactive, engaging, but most importantly, safe. The in-store demos have been redesigned to allow for social distancing with live performances happening in designated areas of the store. Performers will wear masks and engage with customers from behind a custom partition.

Digital Experiences on FAO.com

FAO Schwarz Academy of Wonder invites online visitors to take eight fun and entertaining "courses" in magic and STEM for kids of all ages. Courses include Magic 101: Abra-Apprentice, Magic 103: Lustrous Illuminations, STEM 102: Spectacular Slime, and STEM 104: Circuit Tunes. Each class can be booked on the FAO Schwarz website and include all materials needed to participate.
Virtual Personal Shopping Live allows shoppers to reserve a live, virtual, and personalized experience within the store. a Member of the FAO team will escort virtual shoppers through different parts of the store and help them choose the perfect gift.
Digital FAO Theatre allows FAO lovers to live-stream in-store performances.

“FAO Schwarz has always been synonymous with one-of-a-kind toys and interactive experiences. Our guests expect to be surprised and delighted at every turn. We continuously evolve our brand with new and international offerings to stay on the cutting edge of toy trends and in the hearts of kids everywhere,” said David Niggli, FAO Schwarz chief merchandising officer.

The store is also introducing a variety of new brands and products to the store, including Candylab, Dough Parlour, Madame Alexander, RS Barcelona, and Le Toy Van. Look out for the launch of FAO Schwarz's new Target toy collection and new holiday partnership with Jimmy Fallon.