The department store retailer has entered into a partnership with legendary toy company FAO Schwarz that will play out across physical and digital touchpoints.
As of last month, the toy brand is now available on Nordstrom.com, with the curated assortment launching across all Nordstrom doors later this year.
On the brick and mortar side, FAO Schwarz earlier this week opened a 5,000sq ft shop inside Nordstrom’s New York City flagship on 57th St. and Broadway in Manhattan. It’s the toy retailer’s second Manhattan flagship, the first in over 100 years.
Beyond New York City, FAO Schwarz will open a store-within-a-store concept, dubbed “The Jewel Box”, in eight Nordstrom stores across the country (locations listed at end of article). Each curated space will feature immersive branded activations, live toy demonstrations and storytelling moments.
The partnership will bring some of FAO Schwarz’s most iconic products and interactive experiences to life, with signature brand hallmarks such as toy soldiers, dance-on pianos, clock towers and lifelike plush animals. Customers can shop FAO Schwarz-branded categories including premium plush, fashion and beauty toys, creativity, music, preschool and vehicles, along with specialty brands such as Brio, Bunnies by the Bay and Djeco.
The selection also expands into categories tailored to the Nordstrom customer, including infant and preschool offerings. It will also boast exclusive toy launches specifically targeted to the Nordstrom customer.
In addition, select locations will feature a suite of hands-on experiences inspired by FAO Schwarz, including FAO-Abulous (design and accessorise custom handbags), FAO Doll, FAO Beauty (build-your-own makeup kit), custom Slime stations and a Brio train personalisation station.
The online assortment will complement the in-store experience with a broader selection, featuring additional brands and expanded offerings from FAO Schwarz’s bestselling collections.
