FAO Schwarz Unveils Brand Redesign, 2010 Toy Plans

Posted on October 16, 2010

FAO Schwarz has unveiled a brand redesign. The new logo emphasizes "F.A.O." - the first three initials of the founder, Frederick August Otto Schwarz - and notes the establishment of the business in 1862. The logo also includes FAO's enchanted character named Wit.

The FAO Schwarz redesign will be displayed for the first time this holiday season the the retailer's flagship store on Fifth Avenue in New York City. It will also been seen in its 10 FAO Schwarz holiday pop-up stores and online at FAO.com.

Jerry Storch, Chairman and CEO, Toys R Us, Inc. (which now owns FAO Schwarz), says, "We are proud to introduce the next evolution of FAO Schwarz, building on its storied history, while preserving the tradition that has defined this treasured brand for nearly 150 years. For many, FAO Schwarz evokes fond memories, and this redesign will help bring the classic brand to a whole new generation of children."

FAO Schwarz is also expanding its line of branded products in time for the 2010 Christmas season. The collection will include a signature holiday ornament and 2010 collectible bear, as well as other FAO Schwarz-branded merchandise ranging in price from $3.99 to $799.99.

Later this month FAO.com will launch the 2010 Legendary Christmas Collection, an assortment of approximately 200 items. The collection includes FAO Schwarz signature items, along with some luxury offerings, including a selection of gifts priced up to $25,000, such as the Barbie Foosball Table by Bonzini.

Here are four other toys that will be released. They are updated renditions of favorites from the FAO archives.

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