FAO Schwarz

Creating a capsule collection of toys and games, with the license from the world’s most famous toy store

Frederick August Otto Schwarz dreamt of a marvelous bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. His dream became a reality, and today, as the world's most iconic toy store, it has provided wonder and excitement to families for more than 150 years.

Now a new landmark in Rockefeller center in New York City, we collaborated with the FAO Schwarz licensor for a fun-filled collection.

We created a series of toys and games that captured the brand look and feel and followed their style guide, while inventing new formats that brought the wonder of the brand to life, such as custom train set that goes through a toy shop. We produced and art-directed the photography for all the collection packaging and catalogues.

The product range features nostalgic games such as pick up sticks, marbles and wooden trains, to maintain the traditional spirit of the brand, and encourage parents to join in the fun!