Toronto Star

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U.S. toy brand FAO Schwartz will open pop-up spaces at Hudson’s Bay stores in Canada until the end of December,

- TARA DESCHAMPS THE CANADIAN PRESS

Iconic American toy brand FAO Schwarz is coming to Canada, but it won’t be here for long.

The New-York based retailer announced Tuesday that it is opening pop-up spaces at every Hudson’s Bay Co. store in a bid to bring some of the U.S.’s most beloved toys to Canada.

The spaces, ranging in size from 27 to 111 square metres, will stay open until the end of December and sell oversized plush animals, classic toy train sets and playmat replicas of the piano that Tom Hanks danced on in the famous scene from the 1988 movie Big.

FAO Schwarz said the deal marks the first time the brand has had a physical presence in the country.

“We are thrilled to be entering the Canadian market,” FAO Schwarz chief merchandis­ing officer David Niggli told The Canadian Press. “We have been known more as a U.S. company, (but) I would say toys are universal and we found that whether it is a teddy bear or it is a doll or a remote-control car, those kind of playthings are classic and work across the globe.” The partnershi­p comes months before the more than 150-year-old FAO Schwarz reopened its New York flagship store after shutting down in July 2015. Around the same time, rival Toys “R” Us Inc., which once owned FAO Schwarz, was facing financial woes and began liquidatin­g U.S. stores only to cancel its U.S. bankruptcy auction and announce plans to revive the brand days ago.

Niggli wouldn’t say whether the HBC partnershi­p was a sign that FAO Schwarz will look to make a long-term foray into the Canadian market or open its own stores here.

“We always consider. We never say never,” he said. “I think we will definitely have a good read, but right now it is us and Hudson’s Bay in Canada.”

HBC president Alison Coville said the FAO Schwarz opportunit­y was ideal because it is a chance to “see toys and the wonderment of the holidays brought to life in a really big and magical way.”

Shoppers who visit the popups, she said, can expect to find a mix of hit toys like the Our Generation dolls, alongside technology-based playthings like microphone­s and mixing boards, and FAO Schwarz favourites like oversized giraffes and the pianos, which Coville even admitted she has to stop herself from jumping on.

However, she couldn’t say whether the FAO Schwarz partnershi­p could stick around after the holidays.

“We have toy department­s throughout our network of stores, so depending on the customers response, if it is strong and we see opportunit­y, we would definitely look at expanding or doing it again.”

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