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Toys 'R' Us adding FAO Schwarz boutiques
October 26, 2009 by James Bickers — Editor, Networld Alliance
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ClaudeFAO Schwarz, which was acquired by Toys "R" Us in May, today announced that it is opening branded boutiques in 585 Toys "R" Us locations. The company also unveiled a revamped Web site.
"FAO Schwarz is known to kids and kids-at-heart for offering distinctive, unique toys and creating memories that last a lifetime," said Jerry Storch, chairman and CEO of Toys "R" Us Inc. "This holiday season we are proud to celebrate the legacy of the FAO Schwarz brand, making it more accessible to customers from coast-to-coast while creating new traditions for generations of children to come."
The boutiques will open beginning Nov. 1. About a week later, the company will ship its new holiday catalog — a publication that dates back to 1876.
About James Bickers
James Bickers is the former senior editor of Retail Customer Experience, and also manages webinars for Networld Media Group. He has more than 20 years experience as a journalist and innovative content strategist, with publication credits in national, international and regional publications.
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