Just over three years after iconic toy store FAO Schwarz closed its doors on New York City’s Fifth Avenue, it has returned. The retailers’ new owner ThreeSixty Group has brought the store back to life, Lifesize danceable piano keyboard, and all. The new store is at 30 Rockefeller Plaza in Manhattan.
The toy store, which was founded in 1862 by a German immigrant quickly became a tourist attraction after opening its Fifth Avenue location in 1986. The reopening is significant, as this will be the first holiday season following closure.
California based agency Mattson Creative was tasked with bringing the storied retailer back to life and revitalizing the iconic brand. The result is a visual identity system that honors the legacy of the retailer and looks forward to inspiring a new generation of kids…and kids at heart. Take a look at the work and the corresponding private brand packaging.