FAO Schwarz appoints licensing agent Global Icons

Global Icons will build upon the toy retailer’s growing international presence and tap into its “rich history and showmanship”

Written by Rhys Thomas

Posted 18.11.2019 | Retail

FAO Schwarz appoints licensing agent Global Icons thumbnail

World famous toy store FAO Schwarz has signed Global Icons as its licensing agent.

A new brand extension programme will tap into the “rich history and showmanship” for which the toy retailer is renowned, says Jeff Lotman, CEO of Global Icons, and build upon FAO’s existing licensing activity and current product line-up.

The retail brand will be expanded into strategic categories through brand collaborations and a strong focus on experiential licensing.

“Our recent acquisition in retail has proven that licensing is a strategic marketing tool to leverage brand equities and purpose,” says Global’s Jeff. 

“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.”

It will also build on FAO Schwarz’s growing international presence, after launching new stores this year in China, the UK and Ireland – its first in Asia and Europe.

Global will look for licensing partnerships in Experiential, Fashion Accessories, Food & Beverage, Footwear, HBA, Home Furnishings & Decor, Infant Products, Publishing, Youth Electronics, and Sporting Goods.

Janet Keane, Director of Licensing at ThreeSixty Brands Group, owner of FAO Schwarz, adds: “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."

Each link in the chain will deliver the big imagination, creativity and fun associated with the store its best-loved products, such as the Plush Anniversary Bear and Floor Piano Mat, made famous in the Tom Hanks movie Big,

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