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FAO Schwarz opens its first European flagships

Iconic toy brand opens in Selfridges in London, followed by Arnotts in Dublin.

FAO Schwarz has this week opened its first European store in Selfridges on London’s Oxford Street.

This will be closely followed by the opening of its second European flagship at Arnotts on Henry Street in Dublin, Ireland on October 29.

The expansion marks the third and fourth flagship stores to open worldwide in less than a year, starting with New York in November 2018 and Beijing in May 2019.

Both new flagships will include the store’s iconic retail experiences including magic shows, baby doll adoptions, build-your-own RC race car and the world renowned dance-on-piano, among others.

In addition, the stores will feature FAO Schwarz’s Clock Tower and Rocket Ship as well as FAO Schweetz, the brand’s exclusive candy destination.

FAO Schwarz at Selfridges is over 22,000 square feet, with FAO Schwarz at Arnotts at 6,000 square feet. Both stores will include a wide range of dolls, plush toys, kids’ tech, magnets, souvenirs and automotive toys as well as toys from partner brands such as Playmobil, LEGO, Steiff, Bunnies By The Bay and Schleich.

In addition, FAO at Selfridges will feature an exclusive line of toys and two new collections from the brand – Discovery #Mindblown, a learning-focused science and technology collection, and Sharper Image, a design-driven robotics and laser line, as well as dance lessons with the maestro on FAO’s famous dance-on-piano.

“The opening of these flagships and expansion in Europe further exemplifies FAO Schwarz as a global kids lifestyle brand,” said Jan-Eric Kloth, coo of ThreeSixty Group, owner of FAO Schwarz. “FAO Schwarz has proven time and again that our in-store experiences are key to creating a memorable visit filled with wonderment and excitement for kids of all ages.

“We are so excited to bring this larger than life experience that FAO Schwarz has to offer for over 150 years, to Europe.”

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