Toy story: SKYlink partners with DFS in FAO Schwarz travel retail debut

Travel retail distributor SKYlink has secured listings for the FAO Schwarz brand with DFS Group in ten of its T Galleria stores. SKYlink said that discussions are also underway with key airport and cruise ship retailers.

As reported, SKYlink has boosted its brand portfolio, with newcomers including FAO Schwarz, John Hardy, DKNY and Karl Lagerfeld, to support plans to develop its airport and cruise ship network.

FAO Schwarz introduces its Toy Soldier Teddy Bear to travel retail
FAO Schwarz is an American toy brand which was founded in 1862 by Frederick August Otto Schwarz with the aim of offering ‘one-of-a-kind’ toys from all over the world.

The company is known for its high-end toys, life-sized stuffed animals, interactive experiences, brand integrations and games. Its dance-on piano, featured in Big, brought national and international attention to the brand.

SKYlink said it has “very high expectations” for FAO Schwarz, whose New York store featured in the 1988 American fantasy comedy film Big. The film had Tom Hanks as a young boy who wanted “to be big” and aged to adulthood overnight. The brand, and its store, is again in the limelight thanks to Big – The Musical Review, which is playing in London.

“FAO Schwarz is a global kid’s lifestyle brand that has always gone a step beyond just selling toys,” SKYlink said. “Travel retail is seen as a natural outlet for expansion, alongside its domestic growth plans, which will place FAO Schwarz as a leading high-end toy retailer across the globe.”

SKYlink is ready to drive sales in the toy category with its FAO Schwarz products

Earlier this year FAO Schwarz partnered with Kidsland, China’s largest toy distributor and retailer with almost 200 stores. The brand also opened a large flagship store in World Mall, Beijing; London and Dublin openings are scheduled for October 22 and 30 respectively and stores in Canada are in the pipeline.

“The potential for the FAO Schwarz experiential toy brand in global travel retail is clear,” SKYlink said.

FAO Schwarz makes keeping kids happy child’s play

SKYlink Managing Director Barry Fitzpatrick said: “We were delighted when FAO Schwarz approached us to represent them in global travel retail. This is a brand whose belief in experiential marketing is perfect for the channel; and while other toy suppliers have fallen by the wayside in the face of ecommerce competition, FAO Schwarz is going from strength to strength.

“The opportunity now to expand the international footprint of FAO Schwarz in travel retail is just perfect. The brand offers everything from plush stuffed animals to the walk-on piano keyboard that featured in the Big film and both are key products within the range that we’re offering to travel retail.”

This Robotic Robotosaur Mini takes its first steps in travel retail in selected DFS Group T Galleria stores

Fitzpatrick said SKYlink has selected a core line of some 30 items that “reflect the DNA of the brand with some really eye-catching merchandising and display mechanisms that enable retailers to build a truly experiential offer for travellers”.

Listings with T Galleria by DFS stores in Cambodia, Hawaii, Hong Kong, Macau, Singapore and Vietnam will target Christmas and holiday season campaigns. The range on offer will include Robotic Robotosaur Mini, Bumper Car Set, Flip Stunt Rally, Vintage Bluetooth Musical Microphone, Phantom Racer Trike, Plush Bear Soldier and Construction set.

“At Skylink our modus operandi is to offer a portfolio of brands that stands apart from others available to retailers. FAO Schwarz is a perfect example of this and we’re very excited about the potential for this historic and iconic brand in travel retail,” Fitzpatrick concluded.

Food & Beverage The Magazine eZine