FAO Schwarz Opens Second NYC Store at Nordstrom

FAO Schwarz, the renowned toy store celebrated for its immersive retail experiences, has opened its second New York City location within the Nordstrom NYC Flagship store on West 57th Street. This marks the first time in over a century that the brand will operate two distinct stores in Manhattan.

The partnership with Nordstrom aims to introduce FAO Schwarz's signature elements, such as the Toy Soldiers, Dance-on Pianos, and lifelike plush animals, to a broader audience nationwide. Select Nordstrom locations will also feature interactive stations, including opportunities to design custom handbags and makeup kits, as well as an immersive doll experience and a Brio train collection station.

The digital component of the partnership is set to launch on Nordstrom's website this summer, with the full in-person experience rolling out later in the year. Eventually, FAO Schwarz assortments are planned for all Nordstrom stores, with eight locations receiving an enhanced "The Jewel Box" store-within-a-store format featuring storytelling elements and branded activities.

FAO Schwarz, founded in 1862, originally opened its New York City store in 1870. The brand faced a significant challenge when its Fifth Avenue store closed in 2015 due to high rents, leading many to believe the iconic retailer was gone. However, FAO Schwarz made a comeback in 2018 under the ownership of ThreeSixty Group, reopening a smaller flagship store at 30 Rockefeller Center. This successful return paved the way for further expansion, with new locations opening in Chicago, Beijing, London, and Dublin in subsequent years. The brand has also partnered with Target since 2022 to create branded toy departments.

While the brand continues to be seen as a nostalgic destination, some public comments suggest a mixed reception to its current state and partnerships, with some questioning the brand's curation and upscale appeal for a retailer like Nordstrom.