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“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