Toy Icon Returns As a Catalog

Share this content:
FAO Schwarz is back! As a catalog, at least.

The iconic toy retailer ran into hard times several years ago after opening numerous mall-based stores and extending its product selection beyond high-end stuffed animals and other specialty items to include toys also found in mass-market stores like Toys 'R' Us. It filed for bankruptcy protection last year and, in January, New York investment firm D.E. Shaw Group acquired FAO Schwarz.

This week, the first FAO Schwarz catalog under the new ownership was mailed to 1 million homes. Several more mailings are planned for the rest of the year, according to a company spokesman.

Stores are also in the works, though opening dates haven't been set. The FAO Schwarz flagship store on Fifth Avenue in New York is to reopen before the holidays, and a new flagship in Las Vegas should open in the fall, the spokesman said.

Inside the 100-page catalog are many of the specialty items for which the brand has been known. "FAO Schwarz is returning to its heritage and roots with unique items," the spokesman said. What won't be found are mass-market toys.

At the upper end of the price range, items include La Petite Maison custom playhouse, created by a customer with assistance from a children's interior designer. Features include recessed lighting, bay windows, a mini-kitchen with water and a mini-media room. Prices start at $30,000.

Another item for the child who has everything is the $15,000 child-size Mercedes SL that runs up to 15 mph.

In the more moderate price range are Madame Alexander dolls, starting at $90 apiece. Even less expensive are the $45 Steiff-American Kennel Club purebred plush dogs that come with certification.

Loading links....

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here