FAO Schwarz Announces Plans for Store at Mall of Georgia

Feb 11, 2000, 00:00 ET from FAO Schwarz

    ATLANTA, Feb. 11 /PRNewswire/ -- World renown toy specialty retailer FAO
 Schwarz today announced plans to open a 20,000 square foot store at the Mall
 of Georgia in mid-June.  The two-story retail store, designed in conjunction
 with Simon Property Group, will be the first FAO Schwarz store to fully
 incorporate FAO's new logo and design scheme.
     The opening of FAO Schwarz at the Mall of Georgia is part of the company's
 ongoing commitment to growing its 138 year-old brand and brings the total
 number of FAO stores to 43.
     The new FAO Schwarz design, which includes a revamp of its 15 year-old
 Rocking Horse logo, is a more whimsical look designed to mirror the store's
 fun and playfulness.  The new FAO look will be reflected in the store's
 overall physical design, interior, floor coverings, shopping bags and POP
     As part of FAO's trademark creative design and interactive environments,
 the new store at Mall of Georgia will feature a 38' tall toy robot in front of
 the store as well as a giant teddy bear.  FAO's interactive candy department,
 FAO Schweetz, will also be incorporated and will offer candy and other novelty
 gift items.
     The Mall of Georgia store is being designed by Joanne Newbold, President
 of Newbold Associates.
     Founded in 1862, FAO Schwarz has long been recognized as the world's
 ultimate toy store.  The company has consistently delivered exclusive, unusual
 and trend-setting merchandise.  Its stores, catalogues and on-line store,
 http://www.fao.com, have been designed to interact with customers in a manner,
 which distinguishes itself from other retailers and involves customers with
 merchandise.  The company currently operates 42 locations nationwide,
 including flagship stores in Chicago, Las Vegas, New York, Orlando and San
 Francisco.  FAO also produces The Ultimate Toy Catalogue, a direct mail
 catalogue that is distributed to more than six million consumers annually.
 For more information about FAO Schwarz, visit the company's Web site at