High Street

M&S launches FAO Schwarz partnership

The move will see a bespoke offer of around 50 toy products being selected for M&S customers, including toy racing cars, music mats, craft kits and plush toys

M&S has announced it is launching a new partnership with toymaker FAO Schwarz in 20 stores across the UK and online, just ahead of the festive period. 

The move will see a bespoke offer of around 50 toy products being selected for M&S customers, including toy racing cars, music mats, craft kits and plush toys. 

The FAO shops will be trialled next to the new M&S gift shops, and located within M&S Kids product areas. 

In addition to offering the toy products, magicians are also set to perform at two of the biggest stores in Stratford and Bluewater every weekend in December.

Neil Harrison, director of Brands at M&S said: “Our brands strategy is all about giving customers even more reasons to shop with M&S – and that includes being more relevant, more often throughout the important festive season. 

“At Christmas we want M&S to be the place customers turn to for great value stylish clothing, quality food and importantly special & different gifting – and a leading toy brand such as FAO Schwarz supports that mission, bringing a little extra magic to the M&S offer.”

He added: “Through M&S.com and our 20 UK locations customers can shop an exciting range of FAO’s best toys and we can’t wait to hear their feedback.”

Mark Handley, CEO at Redlands Distribution, an exclusive distributor of FAO Schwarz in the UK, added: “We are delighted to be partnering with M&S this festive season and excited to see the iconic FAO Schwarz toy brand come to life in their stores. 

“With so many wonderful, nostalgic, and one-of-a-kind toys to inspire M&S customers, it is certainly going to be a magical time to shop for special gifts for children this Christmas.”

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