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.

Please follow and like us:
Previous articleWawa Releases Unique Seasonal Beer Collaboration
Next article3 Can’t Miss Private Brand Events in 2019
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.