FAO Schwarz Continues its "Return to Wonder"

Monday, August 13 2018 12:06

FAO Schwarz Continues its "Return to Wonder" - New Store Announced...

Written by James Zahn

Back in 2016, ThreeSixty Group announced the acquisition of the FAO Schwarz brand from the pre-bankruptcy Toys "R" Us, quickly making plans to resurrect it into retail. 2017 presented an unfortunate almost-misstep, with FAO launching pop-ups in Bon-Ton Stores (including Carson Pirie Scott and Younkers, among others) just ahead of that company's collapse. A minor hiccup in the grand scheme, FAO Schwarz put on an impressive show at the 115th North American International Toy Fair in New York City back in February, having announced plans for a new flagship location in NYC, along with a partnership with Hudson Group to bring stores into airports across the country. Now we know where the first location will be, and appropriately - it's in New York's LaGuardia airport in the redesigned Terminal B.

This will be the first FAO Schwarz airport and travel destination store of its kind, featuring signature FAO Schwarz toys and games along with candies from FAO Schweetz. No word yet on an opening date, but as someone who flies into NYC via LaGuardia pretty often, I'm looking forward to seeing this come to life.

As the FAO brand comes back to retail, I'm also curious about the FAO Schwarz-branded toys. I traditionally haven't been a fan of what ThreeSixty Group has offered under their Discovery line (my opinion is that they've been low-quality and devoid of innovation), so I'd hope that they'll be sourcing high-quality offerings that can live up to the legacy of the FAO brand. Stay tuned...

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James Zahn

James Zahn is not a journalist, nor a blogger, though he may be credited as such by others, or even accept the title... depending on the circumstance. Instead, he considers himself largely to be an "entertainment and lifestyle writer," bringing 25+ years of experience in the entertainment and publishing industries into the family realm as THE ROCK FATHER™.

As a media personality, commentator, adventurer and raconteur, James now finds himself raising a pair young girls - The Rock Daughters™ - along with his wife from their Illinois home.

He is a member of The Toy Insider Parent Advisory Board, has contributed to The Toy Book and writes a regular Star Wars column - Transmissions from a Galaxy Far, Far Away for The Pop Insider. He also regularly serves as a Brand Ambassador and spokesperson for several Globally-recognized pop culture and lifestyle brands in addition to consulting for a number of toy manufacturers.

Creatively, James has directed/edited music videos, lyric videos, and album trailers for bands such as FEAR FACTORY, has appeared as an actor in feature films and commercials, written comic books, and performed in bands. He currently serves as an artist manager and video director for PRODUCT OF HATE, whose debut album was released by Napalm Records in 2016, distributed by ADA/Warner Music in the U.S. with Universal Music handling global.

James and/or his work have been featured in/on CNN, FOX Business, NBC, ABC, WGN, G4, The Chicago Tribune, BusinessWire, Babble, Fangoria, Starlog and more. He's appeared as a music expert on CNN's AC360 alongside Anderson Cooper, and has been interviewed by Larry King. In the past he served as a writer for the Netflix Stream Team, Fandango Family and PBS KIDS, penned articles for Sprout and PopSugar, and was a contributor to Chicago Parent.

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