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Toys R Us opening FAO Schwarz boutiques for the holidays

Posted Oct 27th 2009 11:40AM by Tom Johansmeyer (RSS feed)
Filed under: Consumer Experience, Competitive Strategy, Wal-Mart (WMT), Target Corp. (TGT)

Toys R Us bought FAO Schwarz in May and is now ready to do something interesting with it.

It's a pretty bold move for a tough retail market. Toys R Us is opening FAO Schwarz boutiques in some of its stores. It's also relaunching the upscale toy seller's website, FAO.com. A year ago, this would have been suicide, but now, it might work out. With retailers in every sector fighting for an edge, this move may beef up the Toys R Us in-store experience, with the online play helping it reach higher-spending consumers that may not have access to an FAO brick-and-mortar spot.

Continue reading Toys R Us opening FAO Schwarz boutiques for the holidays

A purchase in toyland, Toys R Us buys FAO Schwarz

Posted May 28th 2009 12:00PM by Mark Fightmaster (RSS feed)
Filed under: Before the Bell, Deals

This morning, Toys R Us Inc. announced that it purchased high-end toy retailer FAO Schwarz. FAO has struggled mightily for years, thanks to harsh competition from discount toy stores.

Toys R Us CEO Jerry Storch stated, "We will work tirelessly to preserve the distinctiveness and integrity of the FAO Schwarz stores and brand as we grow the business and, indeed, take the brand to even greater heights."