Observed Signal · Sep 22, 2026 · Partnership · Source: Retail Dive · Impact: 2/5 · Sentiment: Positive
FAO Schwarz opens Amazon storefront
FAO Schwarz has opened a storefront on Amazon.com just ahead of the holiday shopping season, according to a Friday press release. The Amazon shop features an edited assortment of branded products sorted by target age group and category, including the iconic Giant Dance Mat Piano. Additionally, the FAO Schwarz flagship store in New York City's Rockefeller Center will feature a dedicated Amazon pop-up shop offering items from Amazon's 2026 Top 100+ Toys list, along with Amazon window displays throughout the holiday season. This move expands FAO Schwarz's online presence, complementing its existing e-commerce site and partnerships, and aims to extend the brand experience to families everywhere. The company also operates stores in Paris, Milan, and Beijing, and recently opened a location inside Nordstrom.
The partnership between FAO Schwarz and Amazon represents a notable retail media placement, leveraging Amazon's marketplace reach. While relevant to retail media dynamics, it is a brand-level deal without broader industry impact.
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Key Takeaways & Evidence Grounding
- FAO Schwarz opened an Amazon storefront ahead of the holiday shopping season.
- The Amazon shop includes an edited assortment of products, including the Giant Dance Mat Piano.
- An Amazon pop-up shop will be featured at FAO Schwarz's Rockefeller Center flagship store.
- FAO Schwarz was purchased by ThreeSixtyGroup in 2016.
- FAO Schwarz operates stores in Paris, Milan, and Beijing.
Connected Companies & Entities
1 Entity mapped“The FAO Schwarz flagship store will feature a dedicated Amazon pop-up shop....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
FAO Schwarz opens NYC location inside Nordstrom
FAO Schwarz has opened a New York City location inside Nordstrom’s NYC flagship as part of a broader partnership between the toy brand and the department store. Nordstrom will carry a curated assortment of FAO Schwarz products online starting this summer and roll a wider assortment into stores later this year. The collaboration includes experiential elements — branded activations, live toy demonstrations and a “Jewel Box” store‑within‑a‑store in eight locations — plus in‑store personalization stations. The deal follows past FAO Schwarz retail partnerships (notably with Target in 2022) and comes after Nordstrom went private in late 2024 following a $6.25 billion acquisition by El Puerto de Liverpool.
Amazon unveils new Kindle, Paperwhite, and Colorsoft models
Amazon has comprehensively overhauled its Kindle family, introducing new models of the Kindle, Kindle Paperwhite, and Kindle Colorsoft. The new devices feature thinner cases, flush displays, and a new display architecture. The base Kindle is now the most compact model, with a 6-inch display, 16 GB storage, six-week battery life, and 30% faster book opening speeds. For the first time, an aluminum-back variant is available with 32 GB storage. The Paperwhite is thinner and lighter, waterproof, with enhanced contrast via an Oxide-TFT backplane and up to twelve weeks of battery. The Colorsoft uses Nitride LEDs and a new coating to mimic printed paper colors. New accessories include the Kindle Click Bluetooth remote, magnetic cases with page-turn buttons, and charging docks. Sales start immediately in Germany for the Kindle, with pre-orders for Paperwhite and Colorsoft.
Scarlett Johansson's Beauty Brand The Outset Winds Down
Scarlett Johansson's vegan skincare brand, The Outset, has announced it is winding down operations, according to a message on its website. The brand, co-founded with Kate Foster Lengyel in 2022, initially launched as a direct-to-consumer venture before securing retail partnerships with Sephora, Amazon, and Nordstrom. The closure is attributed to a lack of prominent celebrity endorsement, as Johansson deliberately stayed out of the spotlight in marketing efforts. Industry expert JP Kuehlwein of Columbia Business School notes that celebrity brands typically rely on the founder's visibility for success, and The Outset's low-profile approach undermined its credibility and consumer interest. Existing orders will still be processed, and products may remain available at retail partners while stock lasts. The brand did not respond to requests for comment, and official closure details have not been released.
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