FAO Schwartz opens in Beijing

The nation’s biggest toy retailer Kidsland adds FAO flagship to its mega store in the capital

Written by Rhys Thomas

Posted 28.05.2019 | Retail

FAO Schwartz opens in Beijing thumbnail

China’s largest toy retailer Kidsland has welcomed FAO Schwartz to its Beijing flagship at China World Shopping Mall.

The new FAO Schwartz outpost is part of a concerted effort to expand the famous New York toy emporium into new territories, and takes up 30,00 sqft within the Kidsland store.

As well as products and FAO Schwartz store fixtures, the retailer’s famous uniformed toy soldiers have also made the journey from North America, welcoming shoppers and interacting with them as they browse. The Toy Soldiers have been trained overseas and will make up a fifth of the store’s staff.

Kidsland is a toy retail behemoth with 257 independent stores in 44 cities across the region, along with 519 self-operated consignment counters and 931 distributors covering more than 3000 additional points of sale. It’s also a major distributor in China and represents multiple brands through 18 online stores.


“The introduction of FAO into China reflects our confidence in the potential of the Chinese economy and market development,” says Lee Ching Yiu chairman and CEO of Kidsland. “We believe there is strong demand for quality toys among families and young people, so this is an important advantage for Kidsland to provide quality experiential retailing.”

He says the partnership will “serve as a bridge” between consumers in China and the “best toys” from around the world.

Planned developments to Kidsland’s own fleet include a new flagship dedicated experiential retail, a first foray into translating the West’s to bricks and mortar retail as entertainment, a focus on and further mid-sized locations.

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