FAO Schwarz Rebrand

For more than 150 years, FAO Schwarz has been delighting customers with it’s premium toy collection and unparalleled in-store experience. Sadly, after more than a century of continuous operation in New York City, the storied retailer closed the doors of its iconic flagship store in 2015.

In 2016 FAO Schwarz came under new ownership and Mattson Creative was hired to revive and revitalize the brand from top to bottom. We started by creating a new visual identity system and a comprehensive packaging style guide. Then we designed a wide variety of unique products including apparel, books, bags, toys and souvenirs to celebrate and support the brand. And when FAO Schwarz triumphantly returned to Manhattan in 2018, with a new flagship location at Rockefeller Center, we played an instrumental role in reimagining the entire in-store experience – from window graphics and wall murals, to clock towers and rocket ships – we considered every aspect of the brand.

What a truly wonderful partnership and incredible honor it has been for our team, to carry on the remarkable legacy of FAO Schwarz, and to inspire a whole new generation of kids…and kids at heart.