Toys R Us is planning to open 10 FAO Schwarz temporary stores for the holidays, in such high-end retail centers as Aventura Mall in Aventura, Fla. The retailer is also planning to have 600 Toys R Us temporary, or "pop-up" stores for the holidays, retailing less expensive products.
Following its May acquisition of the legendary toy store, Toys R Us plans to add 585 FAO Schwarz boutiques to its stores beginning Nov. 1 and will relaunch the FAO Web site. The boutiques will feature the famous FAO Schwarz toy soldier and will sell toys ranging up to $64.99.
A general session with FAO Schwarz CEO Ed Schmults started day two of Shop.org's Strategy & Innovation Forum in Orlando, Fla. Schmults discussed the company's efforts to expand while invigorating its brand image through a new merchandising strategy targeting products featuring quality, design integrity, originality and health-safety elements. New revenue channels include clothing, publishing, and health and wellness.