Toy-retailer FAO Schwarz sets sights on Scottsdale, Chandler

FAO Schwarz will make its return to Arizona with five stores slated to open inside Macy’s department stores in plenty of time for holiday shopping.

The biggest version will debut Sept. 8 in the Scottsdale Fashion Square Macy’s, barely a few dozen yards from where the popular New York-based toy store closed seven years ago.

Macy’s also plans to open smaller FAO Schwarz stores, about a quarter the size of the 1,000-square-foot store-within-a-store planned for Fashion Square, in Chandler Fashion Center, Biltmore Fashion Park, Arrowhead Mall in the west Valley and in Tucson, said Laura Smith, spokeswoman for Macy’s West. Those stores are expected to open in October, she said.

Macy’s announced in May that it forged a deal with the 146-year-old retailer to carve out space for full-size FAO Schwarz–operated toy stores inside 75 Macy’s nationwide this fall, and smaller versions in 200 additional locations.

Eventually all Macy’s stores with children’s departments will get some version of an FAO Schwarz, said Jim Sluzewski, Macy’s corporate spokesman.

For Fashion Square, which housed the only FAO Schwarz store in Arizona before the venerable retailer fell onto hard times, it is a welcome return, said Linda Whitlow, marketing manager for the downtown Scottsdale mall.

“FAO Schwarz brings back such joyful memories to people,” Whitlow said. “The company has a loyal customer base. There’s a lot of tradition there.”

FAO Schwarz closed its Scottsdale store after Christmas season in 2001. An already staggering economy accelerated by the economic impact of the terrorist attacks of Sept. 11, 2001, wreaked havoc on many retailers as shoppers stayed home in droves, fearful of shopping malls and other large gathering places.

Smith did not know if some of the New York toy store’s signature décor, including overhead trains and storybook trees, would be included in the inside-Macy’s versions.