FAO Schwarz is coming back to New York again

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FAO Schwarz is coming back to New York again
Image credit: Flickr (CC) / Rob Young

If it sounds familiar, it is. FAO Schwarz is once again coming back to New York. The popular brand name has a new owner who has big plans for it.

The Wall Street Journal reports that ThreeSixty Group picked up the name from Toys R Us in 2016. Since then it has been working on bringing the iconic name back to New York.

The new store will be located in Rockfeller Center and it’s going to be 20 000 square-foot big. FAO Schwarz won’t be your typical toy store.

Instead it will go for creating a whole experience for the visitors. Performers will play various characters from classic toy soldiers to magicians. There will also be plenty of toy experts who will demonstrate toys and answer questions.

The store will also have FAO Schwarz classics like the giant piano and dancers will be hired to play tunes on it. Everything is almost ready and FAO Schwarz will open just in time for this year’s holiday season.

Also this year FAO Schwarz will open a smaller store at LaGuardia Airport. The owners also plan to open a new store in China next year. After that we will see how the fans will react and the possibility for even more stores remains open.