A magical collection of iconic unique FAO Schwarz toys has launched in 20 Marks and Spencer Stores across the UK and on M&S.com in time for Christmas.
The eagerly anticipated launch comes during the busiest festive shopping month, with around half of M&S customers expecting to finish their gift purchasing by the end of November. The M&S store openings are the first time the heritage FAO Schwarz toy brand has been available on local UK High Streets, with locations from Cardiff to Cheltenham included in the store roll out.
The FAO shops will be trialled next to the magical M&S gift shops and located with M&S Kids product. As M&S continues to focus on offering families a great shopping experience, an experiential approach is being tested with magicians set to perform at two of the biggest stores (Stratford and Bluewater) every weekend in December to surprise and delight customers.
Mark Handley, CEO Redlands Distribution, exclusive distributor of FAO Schwarz in the UK, says: “We are delighted to be partnering with ‘Brands at M&S’ and excited to see the FAO Schwarz toy brand come to life in their stores. With so many wonderful, nostalgic and one-of-a-kind toys to inspire M&S customers, it is certainly going to be a magical time to shop for special gifts this festive season.”
Neil Harrison, Director ‘Brands at M&S’ adds: “Our brands strategy is all about giving customers even more reasons to shop with M&S – and that includes being more relevant, more often throughout the important festive season. At Christmas we want M&S to be the place customers turn to for great value stylish clothing, quality food and importantly special and different gifting. A leading toy brand such as FAO Schwarz supports that mission, bringing a little extra magic to the M&S offer.”
