1. “FAO Schwarz is known for its assortment of one-of-a-kind, unique products that reflect the brand's dedication to quality and creativity that its customers have come to trust from the brand.”

2. History The oldest toy store in US One of the oldest retail establishments Founded by Frederick August Otto Schwarz and 3 brothers 1 st store in Baltimore, MD 2009 – Acquired by Toys”R”Us F.A.O. Schwarz

3. FAO Schwarz New York NYC Flagship store on 5 th Avenue and 58 th One of the most renowned stores in the world 20,000 lights in Grand Hall Dance-on Piano keyboardPiano FAO Schweetz – candy shop

4. SWOT Analysis Strengths -150 years of business -Strong brand image -Extensive online website and catalog -Unique toy selectiontoy selection -Featured in movies and commercials -Tourist destination -Wide price ranges Weaknesses -Minimal media advertising -Association with Toys”R”Us -Few stand alone stores -Hit hard by economy

5. SWOT Analysis Opportunities -More media advertising -Community Involvement -Open new locations -Expand internationally Threats -Walmart -Build-A-Bear Workshop, Inc. -Walt Disney Company -Excessive advertising from competitors

6. Sources http://www.fao.com/home/index.jsp http://www.youtube.com/watch?v=9x8trg3Ey to&feature=related http://www.youtube.com/watch?v=9x8trg3Ey to&feature=related