Target Partners With FAO Schwarz on Exclusive Toys, Product Demos

Heading into the holiday season, Target has announced a multiyear agreement with FAO Schwarz in which the toy brand’s products will be available only at Target’s stores and website and at FAO Schwarz’s stores.

With the agreement, there will be dedicated space for the toy brand’s products in all Target stores, exclusive product drops throughout the holiday shopping season and hands-on product demonstrations in the aisles of Target stores and at Target.com, according to a Monday (Sept. 12) press release.

“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive agreement with the beloved FAO Schwarz brand,” Target Executive Vice President and Chief Merchandising Officer Jill Sando said in the release.

The FAO Schwarz product assortment is to include more than 120 items and be launched in all Target stores and at Target.com in mid-October, per the release.

“FAO Schwarz has been celebrating the wonder of childhood and bringing awe and discovery to all children — and the child inside all of us — for 160 years, and now families everywhere across the U.S. can enjoy this experience at their local Target store,” FAO Schwarz Chief Merchandising Officer David Niggli said in the release.

These new offerings join the Disney store at Target, which was launched in 2019. The concept lets shoppers access items that were previously available only at Disney retail locations.

Read more: Walt Disney, Target Roll out Disney ‘Shop-in-Shop’

Similarly, retailer Macy’s is gearing up for the holiday shopping season by bringing Toys R Us brand products to all Macy’s stores in the U.S.

See more: Macy’s to Bring Toys R Us to All Stores

Macy’s had already been selling Toys R Us products on its website since August 2021 and then announced in July that it was adding toy stores of between 1,000 square feet and 10,000 square feet to its outlets, with the rollout of the Toys R Us outlet continuing through mid-October.

As PYMNTS reported in August, the Macy’s partnership with Toys R Us may be a big first step toward challenging Amazon, Walmart and other digital marketplaces.

Read more: Macy’s Play With Toys R Us Could Be Building Blocks to Digital Marketplace

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