You've Come A Long Way, Baby
Staff -- Gifts & Decorative Accessories, 6/1/2001
The surge in the infant and toddler business fueled by the current baby boom convinced FAO Schwarz, the ultimate toy store, to create FAO Baby, a store-within-a-store at the company's flagship location on New York's Madison Avenue at 58th Street. "[The market] is not just seasonal, but rather a solid year-round business with consistent growth," said David Niggli, chief operating officer of FAO Schwarz.
The 10,000-square-foot FAO Baby store occupies 50 percent of the toy store's first floor, and has its own entrance.
A ground-floor location, hardwood floors, and wider aisles make for a stroller-friendly environment. A 1,500-square-foot ceiling-hung mobile features whimsical baby and toddler designs. Nineteen 42" screens throughout the store feature videos of children at play. Baby Gund, Eden, Fisher Price, Lamaze, and private-label FAO Baby brands are among the merchandise offered. Another FAO Baby store will open in Boston, and Virtual FAO Baby has launched at fao.com.
