FAO Schwarz launches new baby room décor program

Collection will also be offered by Babies "R" Us

HTT Staff -- Home Textiles Today, 11/16/2010 3:48:11 PM

Wayne, N.J.- FAO Schwarz is launching a new line of baby items - including bedding collections for the nursery - at its Fifth Avenue New York store as well as in-store Babies "R" Us boutiques and online at both retailers' websites.

Dubbed, The Baby Collection from FAO Schwarz, the line is spans more than 130 items, including gift-able merchandise ranging from theme-inspired nursery decor and matching bedding sets to keepsakes, apparel and "cutting-edge gadgets to whip up fresh food for babies." Looks include classical, traditional and modern "enhanced with elevated fabrics, techniques and materials." Prices range from $9.99 to $249.99.

The bedding and nursery décor collection in the line pairs "traditional design with high-end fabrics and materials," the company said. There are three signature patterns - Posy, Journey and Toy Box - available in bedding sets, blankets, crib sheets, changing pad covers, diaper stackers, hampers and more "so parents can create an entire nursery with one cohesive theme."

The packaging features the recently redesigned FAO Schwarz logo and introduces the character "Wit," who was designed to add a fairytale element.

The Baby Collection is available at FAO Schwarz on Fifth Avenue in New York, all Babies "R" Us stores, and more than 30 "R" superstores nationwide as well as online at FAO.com and Babiesrus.com.

"The FAO Schwarz brand has long been synonymous with quality and innovation. We believe that The Baby Collection from FAO Schwarz is a natural extension of the timeless product offerings it is known for and will further build on the brand's trusted reputation and signature style," said Karen Dodge, svp and chief merchandising officer, Toys "R" Us Inc., which acquired the exclusive rights to operate the FAO Schwarz brand in May 2009.