Observed Signal · Jun 25, 2026 · Partnership · Source: Retail Dive · Impact: 2/5 · Sentiment: Positive
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.
A notable retail partnership and experiential store opening that expands FAO Schwarz distribution and in-store experiences at a major department store; relevant for retail merchandising and potential retail-media/brand collaboration strategies, but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Nordstrom announced a partnership with FAO Schwarz to bring curated products, experiential retail and exclusive collaborations to its customers.
- FAO Schwarz opened a second New York City location inside Nordstrom’s NYC flagship store on June 25, 2026.
- A broader selection of FAO Schwarz products will be available on Nordstrom’s website starting summer 2026, with assortments rolling out across all stores later in 2026.
- Nordstrom will operate 'The Jewel Box' store‑within‑a‑store concept at eight locations and include multiple experiential personalization stations in select stores.
- Nordstrom went private in a $6.25 billion deal with Mexican retail conglomerate El Puerto de Liverpool at the end of 2024.
Connected Companies & Entities
2 Entities mapped“The department store announced a partnership with FAO Schwarz that will bring a curated selection of products, experiential retail and exclu...”
“In 2022, Target partnered with FAO Schwarz on an exclusive, multiyear deal where toys from the brand were available at Target stores and on ...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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Nordstrom and Adidas Launch World Cup Pop‑Ups
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