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FAO Schwarz
What Does FAO Schwarz Do?
FAO Schwarz is one of the oldest and most iconic toy retailers in the world, renowned for its unique, high-quality toys, life-sized plush animals, and immersive in-store experiences. Founded in 1862, the brand has a rich history of inspiring wonder and nostalgia for generations of children and adults alike. Its flagship store in New York City is a major tourist destination, famous for features like the giant dance-on piano. FAO Schwarz aims to create a magical experience, offering classic toys alongside innovative new ones, and often features in-store demonstrations and interactive play areas.
Where Is FAO Schwarz's Headquarters?
HQ Function
Serves as the premier flagship retail store, a global brand beacon, and an experiential destination. It showcases the brand's extensive toy collection and signature interactive experiences.
Notable Features:
The iconic Grand Piano (featured in the movie 'Big'), giant plush animals, FAO Schwarz toy soldiers, a build-your-own race car station, a doll adoption center, and a magic shop.
Work Culture:
Customer-centric, focused on creating joyful and memorable experiences. Staff are often theatrical, engaging, and knowledgeable about the products, embodying the brand's playful spirit.
HQ Significance:
Represents a historic landmark in toy retail and a symbol of childhood wonder in New York City. Its reopening in Rockefeller Plaza marked a celebrated return of the beloved brand.
Values Reflected in HQ: Wonder, imagination, quality, tradition, playfulness, and creating lasting memories.
Location:
FAO Schwarz supports its global operations through a network of flagship stores in major international cities, strategic retail partnerships (e.g., stores-within-stores in department stores and airport locations), and a growing e-commerce platform. Functions supported globally include brand management, marketing, merchandising, product sourcing, retail operations, and customer experience delivery tailored to diverse international markets.
Street Address:
30 Rockefeller Plaza
City:
New York
State/Province:
NY
Country:
USA
Where Else Does FAO Schwarz Operate Around the World?
Milan, Italy
Address: Via Orefici, 15, 20123 Milano MI, Italy (near Piazza Cordusio)
To establish a strong brand presence in a key European market, catering to local families and tourists, and serving as a model for potential further European expansion.
Beijing, China
Address: China World Mall, Chaoyang District, Beijing, China
To tap into the growing consumer market in China and establish FAO Schwarz as a leading luxury toy retailer in Asia.
London, United Kingdom
Address: Selfridges, 400 Oxford St, London W1A 1AB, United Kingdom
To provide a high-profile retail presence in London, leveraging the foot traffic and reputation of Selfridges to reach UK consumers and international visitors.
Dublin, Ireland
Address: Arnotts, 12 Henry St, Dublin 1, Ireland
Expanding reach within Ireland through a partnership with a well-established local retailer.
Buying Intent Signals for FAO Schwarz
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Who's Leading FAO Schwarz? Meet the Executive Team
As of April 2025, FAO Schwarz' leadership includes:
Who's Investing in FAO Schwarz?
FAO Schwarz has been backed by several prominent investors over the years, including:
What Leadership Changes Has FAO Schwarz Seen Recently?
Specific executive changes solely for the FAO Schwarz brand are generally managed within its parent company, ThreeSixty Group. Public announcements typically focus on strategic leadership changes at the ThreeSixty Group level that impact its portfolio of brands, including FAO Schwarz. No major, publicly announced FAO Schwarz-specific top-level executive hires or exits have been noted in the last 12 months.
What Technology (Tech Stack) Is Used byFAO Schwarz?
Discover the tools FAO Schwarz uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
FAO Schwarz Email Formats and Examples
FAO Schwarz, as a brand under ThreeSixty Group, primarily uses @faoschwarz.com for customer-facing communications and brand-specific roles. Corporate communications might also originate from ThreeSixty Group domains. The most common format for direct employee contact, if publicly available, would likely follow standard corporate patterns.
[first_initial][last]@faoschwarz.com or [first].[last]@faoschwarz.com
Format
jdoe@faoschwarz.com or john.doe@faoschwarz.com (examples for internal roles). For customer service: customerservice@faoschwarz.com
Example
70%
Success rate
What's the Latest News About FAO Schwarz?
The Moodie Davitt Report • October 26, 2023
FAO Schwarz opens first European airport store at Milan Malpensa with Lagardère Travel Retail
FAO Schwarz, in partnership with Lagardère Travel Retail, opened its first European airport store at Milan Malpensa Airport Terminal 1. This new store aims to bring the brand's magical experience to travelers....more
Toy World Magazine • November 16, 2023
FAO Schwarz celebrates fifth anniversary at Rockefeller Plaza flagship
FAO Schwarz celebrated the fifth anniversary of its flagship store at 30 Rockefeller Plaza in New York City. The celebration included special events and highlighted the store's continued success since its reopening in 2018....more
PR Newswire • May 8, 2023
FAO Schwarz Partners with simplehuman to Launch Exclusive Collection of Children's Home Goods
FAO Schwarz announced a partnership with simplehuman to launch an exclusive collection of children's home goods, including step stools and sensor pumps, designed to blend functionality with the toy store's playful aesthetic....more
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