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FAO SCHWARZ® UNVEILS PLANS TO OPEN POP-UP STORES FOR 2010 CHRISTMAS SEASON

FAO SCHWARZ® Located in Well-Known Shopping Locations in California, Florida, Illinois, Massachusetts, New Jersey, New York and Virginia, Stores Offer Collection of Innovative, Quality Toys from the Legendary Retailer

WAYNE, NJ (September 15, 2010)– FAO Schwarz® today announced plans to open approximately 10 pop-up stores for the 2010 Christmas season, bringing enchanting toys from the iconic retailer to some of the most well-known shopping locations throughout the country.

“FAO Schwarz has a long history of creating holiday memories for kids of all ages, and by opening these stores for the Christmas season, we are proud to introduce a whole new generation of kids to this beloved brand,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc., which acquired the exclusive rights to operate the FAO Schwarz brand in May 2009. “These stores will offer a distinct collection of the exclusive toys and specialty brands found in our flagship store in New York City.”

FAO Schwarz pop-up stores have already opened at Tysons Galleria in McLean, VA and The Mall at Chestnut Hill in Chestnut Hill, MA. Among the additional FAO Schwarz locations scheduled to open in the coming weeks are Garden State Plaza in Paramus, NJ; Aventura Mall in Aventura, FL; The Westchester in White Plains, NY; Old Orchard in Skokie, IL; Oakbrook Center in Oak Brook, IL; and South Coast Plaza in Costa Mesa, CA. These locations are expected to close in mid-January 2011.

Upon entering these approximately 2,500-square-foot stores, customers will be drawn to vivid displays and in-store signage in rich shades of red, lending an element of distinction and holiday spirit to these seasonal shops. High-quality plush is featured prominently in the windows and at the front of the store, including Gentle Giant Elephant and Zebra, both FAO Schwarz exclusives. Soft collectible plush, such as famed pups Patrick and Penelope are also available in these stores.

The FAO Schwarz pop-up stores offer a selection of the classic toys FAO Schwarz is known for, such as The Big Piano dance mat, a smaller replica of the in-store piano made famous in the Tom Hanks film BIG. Wooden and tin toys featuring the iconic FAO Schwarz toy soldier and other characters, as well as collectible ornaments and branded gifts, can also be purchased at these locations.

Customers will also find an edited assortment of the same items featured in the landmark FAO Schwarz Fifth Avenue store in New York City and online at FAO.com, such as:

    Harry Potter toys and dress-up clothes– With Harry Potter and the Deathly Hallows: Part I scheduled for release this November, fans will find everything they need to join Harry, Ron and Hermione for their latest adventure from role-play costume pieces to play sets.

    Fancy Nancy™ books, Madame Alexander dolls and more– Little ladies will delight in Fancy Nancy dolls from the exclusive Madame Alexander line that make a perfect gift for any collector or young Nancy follower. Books on Nancy’s adventures, as well as puzzles and games that bring Nancy’s world to life, are offered in all FAO Schwarz stores.

    Schleich® figurines– Famous for its Smurf series and lifelike animal replicas, Schleich’s small, detailed animals and other play sets bring kids big adventures in imagination. Figures ranging from Smurfs to prehistoric dinosaurs to elephants, kangaroos and more will be available at FAO Schwarz stores.

    LittleMissMatched™ accessories– Born from a line of non-matching socks sold in odd numbers, LittleMissMatched pieces encourage self-expression through unique style. FAO Schwarz stores will offer a mix of socks, hats, scarves, gloves and more that make unique gifts or stocking stuffers for the cold weather months.

In addition, must-haves among kids such as LEGO® sets, Barbie® dolls and accessories, Star Wars figures and games, and a selection of Toy Story 3, TRANSFORMERS, Bakugan® and Hello Kitty® toys, books and board games will be available at the FAO Schwarz stores. Items available in these stores are priced from $1.99 to $249.99, providing shoppers a wide range of high-quality products to fit any budget.


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About FAO Schwarz
For nearly 150 years, FAO Schwarz has been a brand synonymous with quality and innovation, offering an unparalleled selection of extraordinary toys that have enchanted generations and cultivated a loyal clientele. The famous FAO Schwarz flagship store on Fifth Avenue in New York City, which attracts millions of visitors annually, is the only one of its kind anywhere in the world. The complete assortment of the company’s products, including a line of toys marketed under the FAO Schwarz brand name, can be found in-store and online at FAO.com. The iconic FAO Schwarz brand is exclusively operated by Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer.