Target Is Bringing This Beloved Brand Back for Christmas

The holidays are just around the corner and while the pandemic may change the way we celebrate, gift giving is certainly still on the table. It seems like retailers are working overtime this year to bring the holiday joy back to life. In anticipation of Christmas, Target has announced an exclusive collection with a popular toy brand: FAO Schwarz.
Target and FAO Schwarz will release an exclusive 70-piece toy collection later this month that will be available in all Target stores across the country, the Target online store, and FAO Schwarz's flagship store in New York City. This is especially exciting for fans of FAO Schwarz, as at one point the brand no longer existed: the company went bankrupt in 2015 and closed its doors before reviving in 2018.
According to the Target website, the entire collection will be released on October 18 and will be available for purchase on October 25. Many of the items are also reportedly labeled as priced below $ 20. A preview on the Target website shows that the collection includes miniature trains, toy pianos, beauty products, and teddy bears.
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Christina Hennington, Executive Vice President and Chief Merchandising Officer at Target, said in a statement that the new FAO Schwarz collection will help "bring something new and exciting to children of all ages at an incredible price."
"We also know our guests need to think a lot about this holiday season and we hope they find comfort in the safe and easy experiences we have created, whether shopping in our stores or using one of our convenient fulfillment options," added her .
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FAO Schwarz has been an icon in American toy sales for nearly 160 years, having opened in Baltimore, Maryland in 1862. Just eight years later, the company moved to New York City, where the store itself became a landmark, often referred to as "the world's most famous toy store". It certainly didn't hurt that FAO Schwarz starred in a cult scene in the movie Big in 1988.
However, the luxury toy company has faced several difficulties over the past two decades. FAO Schwarz's store on Fifth Avenue in Manhattan, which had been there since 1986, closed for good in 2015 after the company struggled to compete with discounters like Target, which sold toys at a lower price. The FAO Schwarz had already filed for bankruptcy twice in 2003.
During this time the company was replaced by many hands. Fortunately, ThreeSixty Group, Inc. reopened an FAO Schwarz store in Rockefeller Plaza in 2018 after acquiring the company. And now their one-time competitor Target will be working with them directly.
"The partnership between FAO Schwarz and Target seems so right because when you think about the history of Target, they have been known to bring great products, great design and great brands nationwide," said David Niggli, FAO Chief Merchandising Officer Black said. "FAO Schwarz is known for many of these things." And for newer retail news, Walmart is finally going to start selling this in all 50 states.

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