Total Retail

FAO Schwarz: Back from the Dead

January 31, 2019 | By: Michael Stone, Chairman and Co-founder of Beanstalk

FAO Schwarz, the iconic toy retailer, closed its last store, the New York City Fifth Avenue flagship, in 2015. Dead and gone? Not quite. The buyer of the FAO intellectual property (purchased in 2016), ThreeSixtyGroup, opened a new flagship in New York’s Rockefeller Plaza on Nov. 16, 2018 to much fanfare. Will this brand revival succeed?