"FAO Schwarz is a 140-year-old brand and an American
icon. We are deeply honored to be entrusted with protecting the integrity of
this brand," said Right Start CEO Jerry R. Welch.
Of course, it was immediately
alarming that "protecting the integrity" of the brand including closing
half the chain down. I also reported that Welch had said in the same
article that "The
acquisition was "a perfect fit" with Right Start's existing retail operations"
which included the educational brand Right Start
and specialty toys retailer Zainy Brainy. At the time, I actually didn't
see the fit--boring and boxy stores in a not-so-upscale environment (Right
Start) with upscale FAO.
Wellll...those 8 FAO Schwarz stores
closed so fast at the beginning of 2002 that it made your head spin. At the
time, the biggest and best toy store for a doll collector anywhere in my area
(far Northern California) was the FAO Schwarz in Sacramento--I had been a
long-time customer there, and was very upset when they were among the stores
immediately closed in the merger. That store was in the Arden Fair Mall,
and it was quite charming, with its trademark moving plush and wonderful Barbie
Boutique with a great display of collectible Barbies. All that was left in that
huge mall toy-wise after the merger was the awful (messy aisles, indifferent
teenage help) KB Toys. BUT...at least in Northern California,
we still had our flagship store, the beautiful 3-story store right off Union
Square (about 1 1/2 hours away). This store was a landmark, and a MUST for
all families with children of ANY age visiting the Union Square shopping
district.
Welcome To Our
World of Toys
Immediately, there were changes in
THAT store that didn't sit well with long time San Francisco customers. This
included the store losing some of its trademark charm and, instead, going with a
more organized and much less charming "Right Start" look. There was
also IMMEDIATELY less customer service and special treatment of its customers.
THAT was a big mistake, since FAO always had the highest prices for toys, but
the best service for those prices--if you were one of their collectors, they
would turn into a pretzel to get you the doll you needed. There were
special collector events and signings. There were special 30% off the
entire store days, etc. etc. And, the store was MAGICAL, especially
around Christmas time.
OK, so all of that went away, which
was an omen of more bad things to come. But, at least, the store was STILL
THERE, and with some of its trademark elements like the 3-story animated singing
toys in the entry, the big hall of Steiff, Madame Alexander dolls, a large area
for collectible (not just play) Barbie and a penny-candy hall etc., it was still
a store for big and small kids alike to dream. When you entered the store,
the animated toys ALWAYS sang its song, "welcome to our world, welcome to our
world, welcome to our world of toys..."
Goodbye to The
World of Toys
Ahem. that lasted for another
10 months ago. At the very end of 2002//beginning of 2003, it was announced that
FAO, Inc. (basically, the old Right Start Company renamed), parent of FAO,
Right Start and Zainy Brainy, was bankrupt, and going to close more of its
stores, including the flagship stores in San Francisco and Boston. Further
than that, its been hard to get full answer from the company as to which of the
FAOs, besides Las Vegas, Orlando and and New York, will survive the bankruptcy
filing.
Why This Impacts
Doll Collectors
FAO Schwarz has been a major retailer
and promoter of collectible dolls for many, many years. As a child in the
1960s, I was always enchanted by their Madame Alexander doll display in New
York. Seriously enchanted. In fact, my current doll obsession was no
doubt fueled by those early trips with my eager and similarly enchanted mom and
sister. Toys. Enchantment. Magic. Things that build
future collectors.
Have you ever shopped for dolls at
Toys R Us or WalMart? Chances are, yes, you have, since those are now the
two leading retailers of toys in the US now.. Have you ever had an
enchanting experience there? A magical one? Chances are, no.
Sure, you got a great price. And, that was probably it. No
enchantment. And, really, not much in the way of collectible dolls at
either retailer, either, especially with Toys R Us de-emphasis on their
collectible Barbies.
With the loss of FAO, enchantment and
magic now falls to the dwindling ranks of independently owned doll and toy
retailers. This may or may not be a good thing for collectors--its
certainly good for the independent retailers, who get more of the collectors'
discretionary doll income with FAO now a reduced entity. Also highly
impacted by the dwindling FAO Schwarz presence will be collectible doll
companies who have depended on FAO for large wholesale doll orders and for great
and broad exposure for their dolls to the general public. Members of the
general (non-doll collecting) public MIGHT not ever find themselves inside an
independent toy or doll retailer, but members of that same general public DID
like to wander into FAO Schwarz. For the magic.
by Denise Van Patten