Toy market news

PlayWise Partners named PR agency of record for FAO Schwarz

The iconic FAO Schwarz brand has a new team overseeing its global communications

ThreeSixty Group‘s MerchSource tapped PlayWise Partners to serve as the official public relations agency of record for its FAO Schwarz brand, including the full portfolio of FAO Schwarz toys and the flagship retail store located in New York City’s Rockefeller Plaza.

Established in 1862, FAO Schwarz has become a globally recognized brand that is known for experiential retail destinations and an array of FAO-branded toys and consumer products. After changing hands several times over the years, FAO Schwarz was purchased from Toys “R” Us by ThreeSixty Group in 2016.

Following an eight-year absence in the Big Apple, the company opened its new flagship location in 2018. Since that time, it has opened additional locations in other countries in addition to airport stores across the U.S.