FAO Schwarz Rebrand

Renowned for its premium toy collection and legendary in-store experience, FAO Schwarz has been delighting customers for more than 150 years. After the flagship location in New York City closed its doors in 2016, the storied toy retailer came under new ownership and Mattson Creative was hired to revive and revitalize the iconic brand. The result is a visual identity system that honors the brand’s remarkable legacy and looks forward to inspiring a new generation of kids...and kids at heart.