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FAO Schwarz to open second New York City store inside Nordstrom flagship
The toy retailer will place a location at the Nordstrom NYC Flagship on West 57th Street later this year. The move marks the first time the brand has operated two stores in the city since 1870.
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The digital partnership launches on Nordstrom's website this summer, with the full in-store experience scheduled for later this year. The new location will include make-your-own handbag and makeup-kit sections. It will also feature elements such as Toy Soldiers, Dance-on Pianos, and lifelike plush animals.
Partnership details Nordstrom announced the partnership last week.
The retailer plans to place FAO Schwarz assortments in all of its stores, with eight locations receiving an enhanced "Jewel Box" format that includes storytelling and branded activities. FAO Schwarz will appear in person at Nordstrom stores in Florida, New Jersey, Texas, Illinois, and California.
The collection will include sections for infant and preschool-aged children, plus a Brio train station where customers can build their own tracks.
The Rockefeller Center store is one-third the size of the original 61,000-square-foot location. Since 2019, additional stores have opened in Chicago, Beijing, London, and Dublin. The company began selling through Target in 2022. The Nordstrom partnership continues that expansion strategy.
