FAO Schwarz

Redlands-Retail-Small-Icon-Logo-GreyscaleRedlands Distribution Limited strategy is to take on the distribution rights for International Brands and embed them into the UK market. In 2018, Redlands Distribution entered into an exclusive agreement with ThreeSixty Group Limited, a company based out of Hong Kong and USA, for the rights of FAO Schwarz, along with a range of exclusive brands for the UK.

ThreeSixty bought the global rights for the FAO brand in October 2016.

ThreeSixty’s initial strategy for obtaining the FAO brand was to create a new FAO Schwarz iconic line of toys for distribution, however since obtaining the rights, they soon realised that the market for FAO Schwarz is still huge and there is a strong demand for retail. FAO Schwarz was the iconic toy store in New York (featured in many movies, BIG being its most famous), and was the oldest toy store in the US, founded in 1862.

In 2017, ThreeSixty brought back the iconic offering as a concession outlet within Macy’s and has since signed for a 19,000sqft site at the Rockefeller Centre in New York. In addition to this, FAO has signed for a franchise roll out across China and they are now considering other regions including the Middle East.

ThreeSixty Group

Redlands Distribution Limited have signed an exclusive agreement with ThreeSixty Group to distribute their products in the United Kingdom.

ThreeSixty Group are the provider of branded merchandise programs to retailers and are currently represented in over 70,000 retail stores in the U.S.

This will be the first time that their products will be available in the UK. They have an extensive range of design-led product verticals which have been developed by U.S. and Hong Kong based creative teams.

They currently have a portfolio of more than 20 brands (internally developed, acquired, and licensed) including the iconic FAO Schwarz, Sharper Image and Discovery brands.

40% of their range is currently within the toy category.

ThreeSixty initially focussed on men’s gifts and have gradually expanded and invested into different categories using the same successful sourcing model. They now cover the following categories:

  • PETS

Press release from Toy World – 6th November 2018

The fourth floor of Selfridges now features an eye-catching display of toys and the iconic FAO Schwarz piano. 

Redlands Distribution acquired the exclusive rights to introduce the iconic FAO Schwarz brand to the UK, and has been working closely with the ThreeSixty Group and the Selfridges teams to bring the pop-up store to market in less than six months.

FAO Schwarz is an American toy store. The company is known for its unique high-end toys, dolls, games and life-sized stuffed animals.

The combination of Selfridges retail excellence, the market-leading product from ThreeSixty under its three brands of FAO, Discovery and Sharper Image, and the entrepreneurism of Redlands Distribution showed what can happen when all focus is on delivering a great project.

Mark Handley, the managing partner of Redlands Distribution, commented: “The opportunity to secure the rights for FAO for the UK & Ireland, and to be able to launch with Selfridges across their portfolio, was the perfect start. Redlands Distribution looks forward to building on this great foundation.”

Jan-Eric Kloth, COO of ThreeSixty Group, owner of FAO Schwarz, added: “This has been an amazing year for FAO Schwarz; our first new flagship store opens this month in Rockefeller Centre New York and we’ve partnered with amazing companies across the globe to launch the brand into new markets. We are beyond thrilled to be partnering exclusively with Selfridges for our first launch into the UK market and look forward to showcasing our toys and to entertaining customers on the iconic BigPiano.”

FAO Schwarz History

Frederick August Otto Schwarz dreamed of a marvelous bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. His dream became a reality, and, as one of America’s oldest brands, it has provided this wonder to families for more than 150 years.

Founded in 1862, FAO Schwarz is one of the oldest and most iconic toy brands in the world.

FAO Schwarz has always been synonymous with quality and innovation, offering one-of-a-kind playthings and creating cherished memories for generations of children.

The fondness associated with FAO Schwarz is wrapped up in the theatre of it all. It’s more than just toys. It’s the deep nostalgia for toys that came to life and were so often larger than it.  A visit to FAO Schwarz meant much more than a trip to a toy store. With the anticipation and excitement of a special occasion, it never failed to deliver a feast for the senses — exciting adults and children alike.

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