Paris’ new FAO Schwarz location combines traditional design and experience elements for the retailer with a number of unique offerings. Photo courtesy of FAO Schwarz.
In all, 24 major toy brands and six unique experiences are being represented at the toy store's first Paris location
New York’s iconic toy store, FAO Schwarz, has made a big move, announcing the opening of its first store in Paris, bringing the magical world of FAO Schwarz to the 5th floor of Galeries Lafayette Paris Haussmann.
Parisians and tourists from all over can now “celebrate the joy of play” inside FAO Schwarz’ fifth floor space at the Galeries Lafayette Paris Haussmann.
“Our mission at FAO Schwarz is to inspire awe and wonder around every corner of the store, and we’re excited to bring that same experience to Paris,” said David Niggli, chief merchandising officer at FAO Schwarz. “Visitors can expect to find world-class specialty toys and interactive experiences along with our amazing team of demonstrators and toy soldiers to bring them to life in the most theatrical, magic way!”
FAO Schwarz in Paris
In 2021, California-based ThreeSixty Group, owner of the FAO Schwarz brand since 2016, agreed with PRG Retail Group to hand over exclusive management of the license for Europe. This partnership, which aims to introduce the FAO Schwarz brand in Europe, aims to jointly offer “consumers distinctive sales experiences” while “providing quality toy and gift brands,” per a release.
In 2021, ThreeSixty and PRG Retail Group made this shared vision a reality with their first opening of a store in Milan, and now, they are celebrating a second opening in Paris.
“Following the arrival of FAO Schwarz in the heart of Milan in 2021, marking the brand’s entry into continental Europe, we have long sought another location that could fully embody the brand’s DNA,” said Amedeo Giustini, executive vice president of PRG Retail Group. “Paris and Galeries Lafayette Haussmann perfectly represent the answer to the objective we have pursued together with ThreeSixty Group.”
Unique Experiences and Designs
Paris’ new FAO Schwarz location combines traditional design and experience elements for the retailer with a number of unique offerings. As in the eight other FAO Schwarz stores worldwide, you’ll find the brand’s historic red and black colors and gold lettering, and its iconic grand piano, where you can dance to the music of giant keys. Guests will also find the emblematic clock tower and its six mini-clocks, each chiming at the same time as the other stores around the world: London, Dublin, Milan, Beijing, Seoul, New York. Outside the store, oversized toy soldiers greet visitors and passerbys alike.
Exclusive to the Paris location are six of the following new experiences:
- Barbie Styled by You: A new retail experience by Mattel and FAO Schwarz, now available at Galeries Lafayette, a paradise for Barbie doll lovers just landed in town. A special customization designed to showcase the full Barbie experience, featuring two large Barbie styling stations supporting a step-by-step design process. Barbie fans get to personally select a doll as well as the fashions, accessories, a doll case and more.
- My FAO Doll: An interactive experience that lets children take care of their own doll, choosing their baby carrier, outfit and accessories. Each doll comes with a unique birth certificate. In Paris, as in Milan, the experience is renewed to offer children, in addition to a new toy, the desire to take care of their doll.
- Build your Car by Majorette: Personalize your own car! Through various stages, you can choose your car and its customized elements to make it unique and special.
- Build a Bear: Here, you do not just choose your teddy bear off the shelf, you can create it by actively participating in every stage of its production. From selecting the different types of bear skins to stuffing and choosing your favorite clothes. You can even enter your bear’s name in the register, to obtain an official birth certificate for your new friend.
- Jellycat: This plush brand is known for its playful designs, from a cute avocado to a pizza plush. In addition to their whimsical characters and classics, they will open a plush patisserie in July where customers can buy various pastries and have them boxed like real pastries to take home and love.
- Bunnies by the Bay: Stop to remember! Choose your favorite bunny animal from all the adorable models and personalize it and all its accessories. You can embroider a first name, a message of love or a motif of your choice, thanks to the splendid sewing machine and the skillful hands of an ever-present member of staff.
During a visit to the store, shoppers will also be able to see magic demonstrations by Marvin’s Magic and FAO Schwarz exclusive products, including its plush line, FAO-Abulous Fashion Role Play line, and educational and creative toys.
Other brands – available in France for the first time – also on display at the store including Great Pretenders, Discovery and Sharper Image. Other major toy brands available at the store include Corolle, Doudou et compagnie, Histoire d’Ours, Lego, Moulin Roty, Papo, Sentosphère, Sophie la Girafe, Steiff, Sylvanian Families and Vilac. In all, 24 major toy brands are represented.
See Also From GDA:
- FAO Schwarz Returns to NYC With New Flagship Store
- Should We Be Calling It DOA Schwarz? | Warren Shoulberg
