Nordstrom — whose nearly 400 locations include stores in White Plains and Stamford — has partnered with FAO Schwarz to create a second Manhattan home for the toy brand at the Nordstrom West Side flagship.
“Nordstrom is a perfect partner for FAO Schwarz, with its long tradition of beautiful stores, unique and quality products and its commitment to the best in customer service,” said David Niggli, chief merchandising officer, FAO Schwarz. “By bringing our two iconic brands together, we’re creating an engaging experience where shopping becomes playful and full of wonder, while sharing our exclusive products, collaborations and retail theater through immersive demonstrations and experiences with Nordstrom customers.”
The collaboration is designed to bring FAO Schwarz’s most indelible moments to life, with toy soldiers, dance-on pianos, clock towers, plush animals and hands-on experiences, such as FAO-Abulous, which lets you design and accessorize your own handbag; FAO Doll, in which you select your swaddle, sign the birth certificate and bring your chosen baby doll home; FAO Beauty, all about building your own makeup kit and color palette; and Brio Train Table, which lets you explore the Brio train collection.
Brio, Bunnies by the Bay and Djeco are just some of the specialty brands available. There will also be toy launches exclusive to Nordstrom customers.
“FAO Schwarz represents imagination and joyful discovery, which aligns naturally with how we think about creating meaningful experiences for our customers,” said Tacey Powers, executive vice president and general merchandise manager for shoes, kids and home at Nordstrom. “By partnering with a retailer that shares our vision for thoughtful curation and immersive retail moments, we’re able to create something truly special — inviting customers of all ages to engage, explore and experience the joy of shopping. We’re excited to work together to bring FAO Schwarz’s magic to Nordstrom customers nationwide.”
Beyond New York, FAO Schwarz will be part of eight Nordstrom locations across the country through “The Jewel Box” – a curated store-within-a-store. FAO Schwarz offerings are also available at Nordstrom.com.
Besides FAO Schwarz, Nordstrom NYC is also introducing Picnic on 57th, a proprietary all-day dining concept owned and operated by Nordstrom. The food truck-style destination invites customers to gather and recharge in the heart of the flagship — with soft serve ice creams, milkshakes and a relaxed walk-in setting with no reservations required.
