History Of America's Oldest Toy Store

It is unsurprising given FAO Schwarz's history that the enterprise was bought once again in 2009, for an unspecified amount. This time it was by Toys "R" Us. Gerald L. Storch, Toys "R" Us' chief executive officer, was quoted by the New York Times as saying, "At its core this is about one of the

It is unsurprising given FAO Schwarz's history that the enterprise was bought once again in 2009, for an unspecified amount. This time it was by Toys "R" Us. Gerald L. Storch, Toys "R" Us' chief executive officer, was quoted by the New York Times as saying, "At its core this is about one of the world's greatest brands. It's a store that's steeped in tradition as well as popular culture."

Toys "R" Us attempted to capitalize on the brand by integrating FAO Schwarz sections to its ubiquitous big-box toy stores. The company elicited criticism for this act with one branding executive commenting, "It's big-box retail selling F.A.O. Schwarz as big-box product. It feels a little lacking in joy." 

For its part, Toys "R" Us defended the seemingly soulless move by saying that it was the only way to keep the brand going. While prices at FAO Schwarz were still unconscionably high — one example being a Barbie foosball table selling for $25,000 — the items found at the Toys "R" Us stores would be priced to sell. Toys "R" Us even revamped the traditional logo of the store from what had been a toy soldier, rocking horse, and wooden blocks to a jester nicknamed Wit. However, these efforts did not work. In 2015, Toys "R" Us closed the New York store down. USA Today reported that the company was looking for a new location with lower rent.

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