FAO Schwarz opens its first European location

FAO Schwarz opens its first European location
Image credit: Flickr (CC) / Dorli Photography

FAO Schwarz shows that there’s still room for classic toy stores in the world. The oldest US toy retailer opened its first European location.

The store is a whopping 22 000 square foot location in London. It’s at London’s Selfridges. And it won’t be stopping just there.

This is now FAO Schwarz’s biggest location in the world. It’s bigger than the New York base. In 2015 FAO Schwarz shut doors on its iconic Fifth Avenue location. Then it came back last year at a smaller store in New York.

As a result, the new London location is now the biggest worldwide for the brand. And it’s taking full advantage of that.

The store features more than 2000 products from various brands. There are popular toys, niche toys and more. The prices also vary a lot from affordable items to some extremely expensive toys.

This is the second international location for FAO Schwarz after the Beijing store opening. FAO Schwarz will now compete with Hamleys and Harrods, also popular toy store locations. It turns out that London is shaping up to become the toy store capital with such big names all there.