Toy market news

FAO Schwarz flagship store opens in Milan

Beloved toy brand has its first permanent location Italy in the heart of Milan, one of the most famous retail centers in the world, with three floors of toys and fun

FAO Schwarz, a toy store like no other, has opened in Milan. As announced last March, the opening is the result of an exclusive partnership between Prénatal Retail Group - leader in the child and toy sector with 777 stores in 8 countries (Italy, Spain, Portugal, France, Greece, Netherlands, Belgium and Switzerland) - and ThreeSixty Group, owner of the FAO Schwarz brand.

 “The alliance with Three SixtyGroup and the launch of the love brand FAO Schwarz in Milano, the first in continental Europe, underlines the ability of Prénatal Retail Group to build big stories, strong partnerships with internationally renowned partners and, furthermore, to meet the wishes and dreams of children around the world” - says Amedeo Giustini, Chief Executive Officer of  Prénatal Retail Group – “I’m sure that the Milan flagship store will become a must visit destination for thousands of families coming to Milan, looking for the FAO magic that has been delighting customers in the New York store since 1862”.

The newest FAO Schwarz toy store spans 3 levels with over 600 square meters of signature toys, interactive experiences and shops crafted to offer a world of wonderment for parents and children alike.

More than a toy store, FAO Schwarz is a place of imagination and discovery. Guests to FAO Milan are welcomed by classic plush creations, the iconic FAO clock tower - with a new activity just for Milan - and a whimsical centerpiece of sparkling balloons floating skyward. Beyond the clocktower and rocket ship, a journey of discovery begins, with many new toy brands being launched in Italy for the first time, and some well-loved toy brands come to life with unique new experiences.

“We are thrilled with the opening of the first FAO Schwarz store in continental Europe. Milan is an important part of our European and global growth strategy. As the leading toy retailer with a clear long-term vision, Prénatal Retail Group is the perfect partner for us in bringing our beloved FAO Schwarz brand to Italy.  We are certain that this is only the beginning of a successful partnership.” - says Jan-Eric Kloth President, International Sales, Retail & Corporate Strategy ThreeSixty Group. “We cannot wait to see the sparkle and excitement in the children’s eyes when they enter the Wonder of FAO Schwarz with its unique experiences, exclusive brands and magical environment in the new Milan store.”

FAO Schwarz’s hand-selected toy ambassadors and product demonstrators provide a world-class
shopping experience through the whimsical and theatrical wonderment FAO has always been known for.
The famous FAO Schwarz dance-on piano appears with an exciting new design - it’s just waiting  for all the little piano dancers to come play.  

At FAO Milan customers can experience a completely redesigned doll adoption experience with  many new dolls waiting to be loved. Other new customer experiences launching in Italy for the first time include Harry Potter with the iconic Platform 9 ¾ and Barbie with their Styled  by  You  concept, and  Majorette make your own car just to name a few.
There are many brands appearing for the first time in Italy in the new FAO store - enjoy the entertainment of Marvin’s Magic, explore science with Discovery Toys, make your own car with  Majorette or buy one readymade from Sharper Image and don’t forget to personalize your Bunnies by the Bay gift. Italian designed brands are also a part of the magic.