Toys drive Christmas sales at Selfridges

Toy sales growth of nearly a third at its freshly minted FAO Schwarz outpost helped drive overall sales at the department store over Christmas

Written by Rhys Thomas

Posted 13.01.2020 | Retail

Toys drive Christmas sales at Selfridges thumbnail

Sales growth of almost a third in Selfridges’ newly minted FAO Schwarz toy department helped the department store to a healthy Christmas sales period.

In the 24 days to Christmas, the Oxford Street staple enjoyed five per cent growth in overall sales, helped along by 31 per cent uptick in toys and the rocketing popularity of its vegan food range.

Selfridges opened its 22,000 sq.ft. FAO Schwarz shop-in-shop in last October, the first European outpost of the historic New York toy store. ThreeSixty Group, which acquired and revived the FAO brand in 2018, followed it up a week later with department at Arnott’s in Dublin.

Selfridges added 2,000 new toys to its shelves from the likes of LEGO, Playmboil, Schleich and Build-a-Bear, alongside high-ticket FAO exclusives – think £1,650 toy elephants and life-size polar bears – to attract the department store’s big spenders.


“We are pleased to have delivered another strong performance over the Christmas period,” said Selfridges MD Simon Forster in a statement.
“We always aim to offer a great selection of exclusive products and extraordinary customer experiences, and this year has been no exception.”

Sustainability will be the word for Selfridges in 2020, if not the coming decade, with Simon saying the store was dedicated to playing a role in the “race to secure a sustainable future”.

“As a business with sustainability at its heart, Selfridges will be gearing up towards a major new campaign that will set the direction for the next 10 years of our journey,” he adds.

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