Target teams with FAO Schwarz on toy marketing strategy

James G. Cole

All Target store toy depatments will feature more than 120 toys from FAO Schwarz as part of a multi-year deal between the two retailers.

The news comes just as consumers are gearing up for holiday shopping and on the heels of Macy’s partnering with Toys R Us to offer the latter’s products.

The FAO toys will be available in Target locations, its online site as well as FAO store locations starting next month, according to a press release.

“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive agreement with the beloved FAO Schwarz brand,” Jill Sando, executive vice president and chief merchandising officer, Target, said in the release.

Products will range in price from $9.99-$149.99, including 50 toys under $20.

All Target store toy departments will feature dedicated space for FAO Schwarz, including store displays to highlight FAO toys.

“We are incredibly thrilled to partner exclusively with Target after having forged such a successful relationship together over the past couple of years. There truly is no better way to kick off our 160th anniversary than to announce this partnership,” David Niggli, chief merchandising officer, FAO Schwarz, said in the release. “FAO Schwarz has been celebrating the wonder of childhood and bringing awe and discovery to all children — and the child inside all of us — for 160 years, and now families everywhere across the U.S. can enjoy this experience at their local Target store.”

Three years ago Toys R Us partnered with Target to relaunch an e-commerce channel,, giving the former toy seller an online presence just in time for the holidays.

Copyright © 2022 Networld Media. All rights reserved., source Industry News

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