“FAO Schwarz is known for its assortment of one-of-a-kind, unique products that reflect

the brand's dedication to quality and creativity that its customers have come to

trust from the brand.”

History• The oldest toy store in US• One of the oldest retail establishments• Founded by Frederick August Otto Schwarz and

3 brothers• 1st store in Baltimore, MD• 2009 – Acquired by Toys”R”Us

F.A.O. Schwarz

FAO Schwarz New York

• NYC Flagship store on 5th Avenue and 58th

• One of the most renowned stores in the world • 20,000 lights in Grand Hall• Dance-on Piano keyboard• FAO Schweetz – candy shop

SWOT Analysis

Strengths -150 years of business-Strong brand image-Extensive online website

and catalog-Unique toy selection-Featured in movies and commercials-Tourist destination-Wide price ranges

Weaknesses-Minimal media advertising-Association with Toys”R”Us-Few stand alone stores-Hit hard by economy

SWOT Analysis

Opportunities-More media advertising-Community Involvement-Open new locations-Expand internationally

Threats-Walmart-Build-A-Bear Workshop,

Inc.-Walt Disney Company-Excessive advertising

from competitors

Sources

• http://www.fao.com/home/index.jsp• http://www.youtube.com/watch?

v=9x8trg3Eyto&feature=related