FAO Schwarz Opens Amazon Storefront Ahead of 2026 Holiday Season

Toy retailer FAO Schwarz launched an Amazon storefront on September 18, 2026, ahead of the holiday shopping season, offering branded products sorted by age group and category, including its Giant Dance Mat Piano. The New York City Rockefeller Center flagship will host a dedicated Amazon pop-up shop featuring items from Amazon's 2026 Top 100+ Toys list, along with Amazon window displays throughout the holiday period. FAO Schwarz, owned by ThreeSixtyGroup since 2016, also operates stores in Paris, Milan and Beijing, plus a second New York location inside Nordstrom opened in June. The deal extends a strong year for U.S. toy retailers, with first-half sales up 17% year over year and unit sales up 12%, according to Circana. Adult-only households drove 55% of toy sales, reflecting a 16% demand increase.