Toys R Us buys FAO Schwarz
May 27, 2009
The world’s largest “dedicated” toy retailer Toys R Us Inc [TOY.UL] said on Wednesday it had acquired the FAO Schwarz brand for an undisclosed sum.
Dedicated is the keyword, as WalMart outsells Toys R Us by a wide margin.
FAO Schwarz will continue to operate under its own name until a further branding decision will be made.
Hill Holliday was handed the $90 million Toys R Us account, besting DDB and The Richards Group for the win back in 2007, it’s unknown if Hill Holliday is still in charge of the account as no reply from the advertising agency at publishing time.
It’s also unknown who FAO Schwarz’s advertising agency is, and what the status of the merger will be.
Key Questions:
Will Hill Holliday be in charge of FAO Schwarz?
Will FAO Schwarz remain a brand for long or be wrapped into Toys R Us ?
Will this purchase spark a review?
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