US: Toys R Us plans pop-up FAO Schwarz stores

Retailer to open ten FAO Schwarz pop-up stores for the Christmas period.
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The new store are planned to give increased presence to the FAO Schwarz brand, which the retailer recently acquired.

The plans follow news last week that Toys R Us is opening 600 pop-up stores and increasing the selection of its exclusive toys and its own R label toys.

CEO Jerry Storch said in a meeting with the media this week: "In a difficult economy, the smart thing to do is push forward."

Toys R Us, which bought the assets of the high-end retailer FAO Schwarz after it filed for bankruptcy protection in 2009, already has a separate area in all of its stores for FAO Schwarz-branded toys.

The new pop-up stores, two of which have already opened, will be located at high-end malls. The outlets are then slated to close in January, but Storch said there is a possibility they could remain open.


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