FAO Schwarz opened its debut travel retail pop-up store at New York JFK International Airport’s Terminal 4 last year, initially in partnership with DFS.

Dufry-owned Hudson Group has struck a deal with FAO Schwarz to open its branded outlets across airports in the US and Canada.

The stores will boast ‘signature’ toys and games from FAO Schwarz, in addition to games and products from other leading brands. The first store is set to debut later this year.

“FAO Schwarz’s products and experiential retail format lend themselves well to the travel retail experience, and we are thrilled to be partnering with Hudson Group, a leader in the space,” commented David Niggli, Chief Merchandising Officer for FAO Schwarz.

CHINA STRATEGY

The deal with Hudson comes as FAO Schwarz announces a global expansion strategy into new markets, channels and categories this year, including in mainland China where it will collaborate with toy distributor Kidsland International Holdings, which recently listed on the Hong Kong Stock Exchange.

Flagship locations in Shanghai and Beijing will hope to position FAO Schwarz as China’s high-end toy retailer, with Kidsland commited to opening a further 30 smaller FAO Schwarz speciality outlets and shop-in-shops in 200 department stores across China over the next five years.

“As the leading toy retailer, Kidsland is a powerful partner to bring the FAO Schwarz brand to life in China,” said Jan-Eric Kloth, COO at FAO Schwarz owner ThreeSixty Group, Ltd (Hong Kong).

“With a strong vision and rollout strategy, the launch will be an impactful, important milestone for the brand’s global expansion plans.”

FAO Schwarz is seeking to capitalise on a successful holiday season, where it has introduced its merchandise at shop-in-shops in more than 5,000 retailers nationwide.

It also plans to open a 20,000sq ft prime location in New York’s Rockefeller Plaza in time for holiday season.

“Extending the enthusiasm surrounding our retail rollout and upcoming Rockefeller Center flagship to airports across the country is an exciting and natural progression for the brand,” said David Niggli, Chief Merchandising Officer for FAO Schwarz.

In addition, FAO Schwarz has signed a licence deal with Wild & Wolf to launch its first collection for the holiday season at department and speciality stores.