October 15, 2010, 3:40 PM

FAO Schwarz delivers new branding to its stores and web site

FAO.com will feature animated stories about each of its new toys.

Bill Briggs

Senior Editor

Lead Photo

FAO Schwarz has a new look.

The toy retailer began a rebranding initiative yesterday, timed to coincide with the beginning of the holiday shopping season. The brand redesign includes a new logo, new products and a new look for its e-commerce site.

The branding redesign will be featured at the company’s flagship store on Fifth Avenue in New York City, in dedicated boutiques in all Toys ‘R’ Us stores nationwide and in approximately 10 FAO Schwarz temporary seasonal stores at shopping malls around the country. Toys ‘R’ Us Inc. acquired FAO Schwarz  in May 2009.

The new branding is in place on the retailer’s e-commerce site, FAO.com, and later this month the site will launch approximately 200 FAO Schwarz products in what it calls the Legendary Christmas Collection. The collection includes FAO Schwarz signature items, such as its annual holiday ornament and collectible bear, and a selection of gifts priced up to $25,000, such as the Barbie Foosball Table.

To showcase the online products, a Flash animation of the collection provides a zoom view, and once selected, each item’s “story” and product description is shown on dedicated pages that appear in pop-up windows. The collection is also organized into a variety of categories, such as age, price, award winners and favorites, designed to help shoppers narrow down the gift options for the children on their lists.

“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,” says Jerry Storch, chairman and CEO at Toys ‘R’ Us, No. 37 in the Internet Retailer Top 500 Guide. “For many, FAO Schwarz evokes fond memories, and this redesign will help bring the classic brand to a whole new generation of children.”

The FAO Schwarz brand design has been transformed regularly over the years and the logo has included a teddy bear, ABC blocks, a toy soldier, a rocking horse and an animated clock tower, the company says.

FAO Schwarz shops were featured in Toys ‘R’ Us stores for the 2009 holiday shopping season. The concept was expanded this year into permanent 230 square-foot boutiques at the front of each store that offer approximately 85 unique FAO Schwarz toys at prices ranging from $3.99 to $199.99.

As part of the holiday toy expansion, FAO Schwarz-branded infant and toddler items are available in all of the nearly 260 Babies ‘R’ Us stores operated by Toys ‘R’ Us.

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