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FAO Schwarz is building out a worldwide licensing programme with Global Icons

The iconic trans-Atlantic toy retailer, FAO Schwarz is growing its global licensing activity thanks to a new agreement with Global Icons that will look to build brand licensing collaborations across experiential, fashion, food and drink, and infant markets.

FAO Schwarz is the world-renowned 150 year old toy store that recently launched a new flagship location within London’s Selfridges, building on its network of stores across China, the US, the UK and Ireland. The toy shop is now looking to extend its brand into further product categories.

Global Icons will expand and build upon FAO’s existing licensing program and current product lineup that is sold in over 10,000 doors, since the brand’s relaunch in 2017. The programme will leverage the brand into strategic categories that will deliver the same attributes of Big Imagination, Creativity and Fun as their most loved products, such as the Plush Anniversary Bear and the Floor Piano Mat.

The agency will tailor a one-of a kind programme with various brand collaborations and a strong focus on experiential licensing. It will continue to develop internationally, utilising its presence in China, the United Kingdom, and Ireland, with more to come.

Global will look for licensing partnerships in experiential, fashion accessories, food and beverage, footwear, HBA, home furnishings and decor, infant products, publishing, youth electronics, and sporting goods.

Jeff Lotman, CEO of Global Icons stated: “Our recent acquisition in retail has proven that licensing is a strategic marketing tool to leverage brand equities and purpose. With FAO Schwarz, our objective is to promote their rich history and showmanship with complementary experiences, products and services at retail. Global Icons is thrilled to partner with this timeless brand.”

“We are excited to work with Global Icons to find new licensees, in categories beyond toys, the opportunity to pair their creativity with our brand, and to reach a broader fanbase of adults and children alike,” said Janet Keane, director of licensing at ThreeSixty Group, owners of FAO Schwarz.

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