This Ain’t Your Mama’s FAO Anymore

By Robert Covarrubias

On Thanksgiving Day The legendary toy retailer FAO Schwarz unveiled its redesigned flagship store on Fifth Avenue at 58 th Street in New York, following its October 22 reopening of FAO Schwarz’s Las Vegas Store, located within the Forum Shops at Caesars Palace. After having suffered a miserable 2003 with two bankruptcies in 11 months FAO has bounced back with its redesign look featuring over 20,000 computer –controlled colored lights, a giant dance-on piano keyboard and a classic ice cream parlor called “FAO Schweetz.” FAO Schwarz was founded by German immigrant Frederick August Otto Schwarz, who opened his first store in 1862. Since then the toy retailer has become a favorite among tourists and locals alike with its collection of toys and collectibles.

Still looks the same from the front

I had a chance to visit the store recently and what I found, was most interesting. The front of the store still has the traditional life sized toy soldiers who greet you at the door and take pictures with the tourists. But inside the famous Clock Tower that adorned the entrance and greeted you with the “Welcome to our world” tune was gone, what a shame, It was the one thing that made you feel like you had just stepped into the March of the Wooden Soldiers Movie. The first floor seemed more open and less claustrophobic. Though the mammoth stuffed animals were still a familiar sight, the candy section and the FAO Schweetz were not. My first impression was this looks more like a department store than the old FAO store.

Kill Bill Figures a PLENTY!

As I made my way to the back of the store a set of escalators were ready to take me down to the new lower level. I was surprised to find sections for Vespas, skateboards, air hockey tables and a corner full of action figures including violent themed ones like Kill Bill and the Texas Chainsaw Massacre, probably the only section an action figure Collector would enjoy unless you’re into dolls. Wow, the old FAO never sold stuff like this. In the middle of all this madness FAO constructed an area that contained sofas and beanbags for people to sit and watch television while their loved ones shopped. What really took me off guard was the rap music playing while the shoppers browsed “99 problems” by Jay-Z, which contains lyrics like “99 problems but a bitch ain’t one.” My first thought was the old FAO would have never played that!

Designer Figures.

My final destination was the second floor. FAO added a new attraction called “Ride the Motion Simulator.” for $5 per person you could sit inside what looks like a rocket and enjoy the imaginary ride. There was a long line with kids so I guess it must be fun. My, how things have changed around here. As a Collector I do not Collect dolls, nor have I ever been interested in dolls, but the Collection that FAO Schwarz has on display is amazing, it made me think twice about Collecting dolls and I’m not talking about Barbie’s. They also had this section called “Designer Toys.” I have to say that this was as shocking as the rap music that was playing. I couldn’t believe my eyes when I saw these small figures. First, of a bald guy with a meat cleaver in one hand and a piece of meat in the other wearing a white shirt which read Butcher. The other was a figure of a bleeding pig, which looked as if it had been punched in the eyes. There were also Zombie-like creatures and characters holding bombs and spray paint cans. Again I found myself saying why is FAO selling this stuff?

Disney Pez.

I did however find something I enjoyed a lot. FAO used to sell Antique toys from the 1950’s - 1960’s and decided to stop from the 1960’s to the present. With the new FAO look and style they have decided to bring it back and I’m glad they did because it is an impressive collection. The section is called “The FAO Schwarz Antique Toy Collection.” This section has some of the best old toys I’ve seen in a while ranging from $40-$26,000! For the diehard Pez Collector FAO offers Crystal Pez Dispenser of Mickey Mouse, Minnie Mouse, Donald Duck or Daisy Duck for $175 a pop, I wonder what the candies cost? As a guy I have to admit that the “Newborn Nursery” is a cute idea. Uniformed nurses cradle boy and girl dolls in hope of a lucky shopper adopting one. And finally the “My Twinn” section is also a very cute idea for those parents who wish to make a doll in the image of their child. You can choose eye color, skin tone, hair color and face shape to ensure that you’re My Twinn doll looks like the special child in your life. They range from $119 and up.

This was cool. :)

In leaving the store I can only think about the changes that FAO has made and how society had probably contributed to that. That wholesome store that I once knew was no more. Some people may feel that it has to adapt to the times and that a change was eminent but I feel that FAO was fine the way it was. It was a place where family would gather and enjoy a day of fun and innocence. With rap music in the background and FAO looking like a department store, I feel that the store lost its uniqueness. I’m not sure what market they are after or why they are trying to portray a hip and cool image but when it comes down to it, it’s always about making money and FAO is no different from any other business. After all isn’t that what makes the world go round?

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