Toys R Us and the FAO Schwarz Boutiques

November 10, 2009

I have been thinking about Toys R Us’s decision to place FAO Schwarz boutiques in its Toys R Us stores. I like the idea of Toys R Us getting the most out of the FAO Schwarz name but I wonder if it is a brand that still has meaning to much of America.

Many of us can remember a time when FAO Schwarz was the nation’s iconic toy store. A visit to the mid-town store was an absolutely essential part of any visit to New York (whether you had kids in tow or not). Over the years, however, FAO Schwarz had lost much of its punch and sizzle. Bankruptcies and changes in ownership took their toll.

Interestingly, the biggest punch thrown at FAO Schwarz came from Toys R Us. That flagship store on Times Square meant that it, rather than FAO Schwarz, became the mandatory stop on a family’s visit to New York.

Bottom line, I am not sure that a rising generation of parents, living outside of New York and growing up with a much diminished FAO Schwarz, will even recognize the brand much less value it. The irony in all of this is that Toys R Us may have to spend a lot of money reinvigorating a brand name they helped to weaken.

Posted by Richard Gottlieb on November 10, 2009 | Comments (3)

December 2, 2009

In response to: Toys R Us and the FAO Schwarz Boutiques
Joseph J Capriccioso commented:

2009 is just about over but it is never to early to plan for next christmas.2010 needs to be the greatest year for the toy industry.Companies need to change,risks need to be taken and the market needs to be flooded.Toys R Us needs to go back to their old design with the long aisles of action figures,dolls and expand the r zone.Toys r us needs to drop the toys r us xpress and open the Kay Bee Toys of old,the candy counter,new video games,kb exclusives as well as new additions like good electronics and music.They have to keep the demo table but get good demos.The blue rugged floors need to return too.No tvs,no wasting money on oversized signs or artwork.People need to actually be trained in merchandising instead of 17 year olds throwing figures on pegs with tons of air space.Seperate the brands.Toys r us and babies r us are seperate,so can Kay Bee toys and fao schwarz.Toy vendors should get out of the office and get input from the companies as well as give input.Here's hoping 2010 is a better year for toys!

December 2, 2009

In response to: Toys R Us and the FAO Schwarz Boutiques
Joseph J Capriccioso commented:

Is it because i worked for KB Toys for 8 years that i am the only one that knows that The toys r us xpress stores are really KBtoys in disguise?I know that toys r us bought kb toys but why change the name and cover it up? Plus KB toys failed because it lost the rights to carry the new video games(because they owed them lots a money)so they carried the cheap ones.The went the super value route (cheap toys from china)which turned recall,as well as wasting money they borrowed.Now Toys R Us has a plan to be aggressive but did they research what kb toys looked like and sold when they did great? It wasn't cheap video games, cheap toys and figures no one wants,it was kb exclusives and hot lines.You have to really think if the economy is bad and you have less money to spend on your kid,are you going to buy 5 outdated action figures or 1 current hot one?If you answered 5 you are wrong!Why?In this age where my 4 year old niece can operate a laptop,it tells you that kids are way smarter and those 5 action figures or dolls will pick up dust and be forgotten.But you get your kid that one action figure they wanted or doll or even video game system,they will remember 20 years later.Plus,toys are not just for kids anymore.There are also collectors out there looking for exclusives and there are hardly any.Get a company out there to make back to the future toys as well as old tv shows like greatest american hero or put out lines for all the comics.I visited toys r us lately and the action figures out there made me throw up.What happened?Where is the variety?8 feet of wrestling?Wtf?lol.Where is the aisle of marvel comics,dc comics,movie figures?If there isn't enough movies out there then the companies should just make classic lines or create there own and take a dam risk.The shelves are filled with card game figures and shows from japan and most i don't recognize.Why does fisher price put out all elmo and cookie monster stuff?What about the Count? Super Grover? Isn't there tons of other monsters or puppets?The toy industry needs to recapture it's old glory and all these companies should get together for like a toy summit for a better christmas next year.If not it will be more of the same which means boring as well as bankruptcy for all who sell it.

November 11, 2009

In response to: Toys R Us and the FAO Schwarz Boutiques
Amazing WIZ Kids commented:

To do well, FAO Schwarz needs to have special, unique toys that can't be found easily in other places. FAO will not be competing on price. If store (& website visitors) see the same selection of toys they see in other places, they will simply price shop the competition. FAO should take some chances on new merchandise. FAO is a great brand with a great history, we hope to see it stay.