FAO Schwarz to open in Dublin with Arnotts department store partnership

The US toy store FAO Schwarz is to open a 6,000 sq ft shop in Dublin department store Arnotts as part of a plan to create a family destination in the city centre.

FAO Schwarz will be joined another famous US brand, Pottery Barn, which will bring its nursery range to Ireland for the first time. The new child-focused area will cover 17,000 sq ft.

First reported by the Irish newspaper, The Independent, The Dublin FAO Schwarz shop carries an investment of €1million and will employ 40 to 50 staff.

Donald McDonald, managing director of Brown Thomas Arnotts said that the department store had entered into an exclusive partnership with FAO Schwarz, describing it as a ‘huge coup’ for the store. It will feature a replica FAO clock tower, toy train and soldiers.

Other features include a doll adoption centre and the iconic giant piano.

“Everything that you have in New York will be recreated in Dublin,” said McDonald. “We’re talking about customer experience and engagement, people want to be interactive and engaged in the story of the brands.”

The managing director’s vision is to make Arnotts “a destination for families.”

“We go back to 2015 when Selfridges took over, it was always our plan to understand the Arnotts customer and understand the business,” said McDonald. “We said it at the time, we were always committed to the family-friendly store that Arnotts was and the way it was always a destination for families – a day out.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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