FAO Schwarz x Target Returns for the Holidays

Jessie Dowd
Editorial Director
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Target has solidified its exclusive holiday collaboration with FAO Schwarz by entering into a multiyear agreement with the toy brand.

Beginning in mid-October, FAO Schwarz toys will be available exclusively at Target stores, and FAO Schwarz stores. The assortment will include more than 120 toys ranging in price from $9.99 to $149.99, including a style runway fashion show playset, a makeup vanity mirror set and plush toys as well as 50 toys under $20.

Target is also offering a curated assortment of toys, more exclusive items and only-at-Target experiences with FAO Schwarz and the Disney store at Target. All Target toy departments (and will include a dedicated space for FAO Schwarz, including unique store displays highlighting must-haves from the toy maker. Select Target stores and will also feature toy demonstrations throughout the holiday season with Target's toy experts while offering hands-on play within the Target aisles.

The partners will also launch a capsule collection celebrating the 160th anniversary of FAO Schwarz. The collection comprises classic FAO toys (all under $25), including a Hot Wheels collector set and an UNO card game.

In addition, Target unveiled its 10th annual “Bullseye's Top Toys” list, presented by FAO Schwarz, comprising 50 toys including many exclusive to the mass merchant. In October, shoppers will also be able to shop some of Bullseye’s Top Toys at a pop-up shop inside FAO Schwarz’s iconic New York flagship store in Rockefeller Center.

Target and FAO have joined forces for the holidays in the past, including in 2020 when they launched an exclusive 70-piece toy collection and an interactive boutique showcasing limited-quantity FAO Schwarz collectibleswith all sale proceeds benefiting St. Jude Children’s Research Hospital.

“We are incredibly thrilled to partner exclusively with Target after having forged such a successful relationship together over the past couple of years. There truly is no better way to kick off our 160th anniversary than to announce this partnership," said David Niggli, chief merchandising officer, FAO Schwarz, in a Bullseye View blog post. "FAO Schwarz has been celebrating the wonder of childhood and bringing awe and discovery to all children — and the child inside all of us — for 160 years, and now families everywhere across the U.S. can enjoy this experience at their local Target store."