Nordstrom is preparing to be a toy destination.
The department store announced a partnership with FAO Schwarz that will bring a curated selection of products, experiential retail and exclusive collaborations to its customers.
Additionally, for the first time in over a century, the toy retailer opened its second location in New York City — this time at the Nordstrom flagship store. The location features toy soldiers, dance-on pianos made iconic by Tom Hanks in the movie “Big,” and plush animals, among other items.
Beyond New York, a broader selection of products will be available starting this summer on the department store’s website, and an assortment will roll out across all stores later this year. Shoppers will encounter products in categories including music, vehicles, fashion, beauty, creativity and plush. The assortment also includes infant and preschool offerings.
Select retail locations will have experiential features including a station to design and accessorize your own handbag, a doll area where customers can sign a birth certificate, a build-your-own-makeup-kit area with customized color palettes and a Brio personalization station.
The department store will also highlight “The Jewel Box” at eight of its locations, which acts as a store-within-a-store concept. Each space will have branded activations, live toy demonstrations and storytelling.
“Nordstrom is a perfect partner for FAO Schwarz, with its long tradition of beautiful stores, unique and quality products, and its commitment to the best in customer service,” David Niggli, chief merchandising officer at FAO Schwarz, said in a statement.
FAO Schwarz Jewel Box locations in Nordstrom
| State | City | Location |
|---|---|---|
| California | Brea | Brea Mall |
| California | Costa Mesa | South Coast Plaza |
| California | San Diego | Fashion Valley |
| Florida | Miami | Aventura Mall |
| Illinois | Oak Brook | Oak Brook Mall |
| New Jersey | Paramus | Garden State Plaza |
| Texas | Dallas | NorthPark |
| Washington | Bellevue | Bellevue Square |
SOURCE: Nordstrom
In 2022, Target partnered with FAO Schwarz on an exclusive, multiyear deal where toys from the brand were available at Target stores and on its website, and a space dedicated to the brand launched in its big-box stores.
FAO Schwarz and Target did not immediately respond to Retail Dive questions regarding the status of that partnership.
At the end of 2024, Nordstrom went private in a $6.25 billion deal with Mexican retail conglomerate El Puerto de Liverpool.
