FOR IMMEDIATE RELEASE
Media Contacts:
Toys''R''Us, Inc.
Jennifer Albano
973-617-5632
Jennifer.Albano@Toysrus.com
 
Katelyn DeRogatis
973-617-4398
Katelyn.DeRogatis@Toysrus.com
 
FAO SCHWARZ® DEBUTS DISTINCTIVE BABY COLLECTION, EXTENDING ITS LONG LEGACY OF QUALITY CRAFTSMANSHIP TO JUVENILE PRODUCTS
Featuring Modern and Classic Design Styles, Timeless Keepsakes and Innovative Food Prep Items, The Baby Collection from FAO Schwarz Offers a Refined Assortment of Unforgettable Gifts

Now Available Exclusively at FAO Schwarz Fifth Avenue, Babies''R''Us® Stores Nationwideand Online at FAO.com and Babiesrus.com

WAYNE, NJ (November 16, 2010) - Legendary retailer FAO Schwarz® today announced the launch of a distinctive line of baby items marketed under its brand name, building on the company's legacy as a purveyor of timeless toys, gifts and collectibles. The Baby Collection from FAO Schwarz offers a unique assortment of truly gift-able merchandise ranging from theme-inspired nursery decor and matching bedding sets to classic keepsakes, apparel and cutting-edge gadgets to whip up fresh food for babies. This line of quality, exquisitely crafted juvenile merchandise is available now at FAO Schwarz Fifth Avenue, in specialty boutiques in Babies''R''Us® locations nationwide and 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, Senior Vice President and Chief Merchandising Officer, Toys''R''Us, Inc., which acquired the exclusive rights to operate the FAO Schwarz brand in May 2009 .

The Baby Collection from FAO SchwarzAvailable exclusively at FAO Schwarz Fifth Avenue in New York City, Babies''R''Us stores across the country and over 30 ''R'' Superstores nationwide, The Baby Collection from FAO Schwarz offers little ones and their parents a range of products that provide the softest touch, a timeless look or an unforgettable gift. The collection of more than 130 treasures spans multiple categories and features modern and classic design styles enhanced with elevated fabrics, techniques and materials. Whether parents are looking for innovative food preparation items or traditional decor for their child's nursery, The Baby Collection from FAO Schwarz is sure to appeal to a wide variety of shoppers with prices ranging from $9.99 to $249.99.

Further showcasing the quality of gifts from The Baby Collection from FAO Schwarz is pristine packaging that requires no additional wrapping and can be preserved for years as a keepsake. Each item's casing incorporates the recently redesigned FAO Schwarz logo, which emphasizes ''F.A.O.,'' and introduces the enchanted character, ''Wit,'' who adds a fairytale element of fun and surprise. Some items, such as the Four-Piece Crib Bedding Set, have been retrofitted into fabric encasements that include a handle for easy transportation, while others, like the collection of soft blankets, are presented on a padded satin hanger and are neatly tied like a present with a silver ribbon. Boxed apparel items, such as the Coverall and Hat Set, are designed to go directly from the store shelf straight to the baby shower with a ribbon seal and a crystal clear window to display the fabric's fine details. Descriptive product information and the storied history of the FAO Schwarz brand can be found throughout the packaging and on hang tags.

Following are highlights of the collection, which include:

BabyChef" Food Preparation: This is the latest innovation in the FAO Schwarz product portfolio. The new line of high-quality food preparation gadgets saves time and money by delivering simplicity and convenience, while giving parents control over what goes into the food their babies are eating. This assortment of battery-operated and plug-in appliances help moms, dads and caregivers clean bottles more thoroughly, keep food fresh longer and ultimately prepare baby food with more ease and efficiency.

Bedding and Nursery Decor: Blending traditional design with high-end fabrics and materials, The Baby Collection from FAO Schwarz features three signature patterns 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 Posy, Journey and Toy Box bedding and nursery decor themes from FAO Schwarz yield classic, stylish spaces where baby can rest, play and more!

Feeding Items: From sets of bibs and burp cloths to porcelain dish sets, every item in this line of feeding products makes a great gift that is durable enough to use over and over again and still look chic and stylish.

Bath Items: To keep bath items neat and tidy, this assortment features a caddy with a sleek, sophisticated look to complement the bathroom while maintaining order. During bathtime, kids can soak themselves clean while playing with the floating ABC blocks. After bathtime is over, the critter towel is fun and friendly with a character hood, while also soft and cozy to the touch, making getting out of the bath even more fun than getting in.

Mom and Dad Essentials: Diaper bags from FAO Schwarz are perfect for trendy moms and dapper dads. The collection is equipped with silver hardware accents, canvas fabrics and messenger and over-the-shoulder designs. These bags are also functional with detachable straps, wipeable lining and lots of pockets. For on-the-go moms, there are matching travel kit sets that include a bottle bag, pacifier and wipe case and small and large zip pouches. Any mom-to-be will love the matching set of cozy socks and two blankets, one for her and one for the baby on the way.

Silver-Plated Gifts: Gift-givers will adore the assortment of silver-plated keepsakes featured in The Baby Collection from FAO Schwarz. A magnificent memento for mom and dad to commemorate their new bundle of joy, this collection of gifts includes a wide-range of items fit for nursery decoration or to start college funds early, such as the Piggy Bank and ABC Block Bank. For family and friends who want to keep the silver spoon in the family, the Flatware Baby Set and Baby Cup are perfect presents for little boys and girls.

Apparel: The tiniest tots can be dressed in the lap of luxury with this collection of layette for newborns to 12 months. Designed in shades of ivory and taupe, the FAO Schwarz apparel line ranges in price from $9.99 to $36.99. The collection includes knit and woven sets, coveralls and bodysuits for boys and girls to dress in classic, clean looks this season. Family and friends will love gifting little ones with boxed sets of sweaters and caps, as well as coveralls - a perfect present to keep babies stylish, warm and cozy.

The Baby Collection from FAO Schwarz Specialty Boutiques at Babies"R"Us
Showcasing The Baby Collection from FAO Schwarz in its entirety are dedicated boutiques in Babies"R"Us stores, framed in an easily identifiable palette of silver and red hues, and signage boasting the new FAO Schwarz logo. A classic, two-toned diamond pattern lines the back of the shelves of the shops and highlights the display cases for the silver-plated gifts and the three-piece china sets. Within the shops, the assortment of BabyChef Food Preparation appliances are assembled and displayed for shoppers to touch and experience. In addition, the BabyChef Food Preparation collection is available now in all Toys"R"Us® stores nationwide.

Customers can shop The Baby Collection from FAO Schwarz from anywhere in the country by visiting FAO.com and Babiesrus.com. A dedicated brand page at FAO.com/baby is visible within the baby boutique category and a similar brand page and assortment can be found at Babiesrus.com/FAOBaby.

The company will support the launch of The Baby Collection from FAO Schwarz with in-store signage, print and online presence including messaging on Facebook.

About FAO Schwarz
For nearly 150 years, FAO Schwarz has been a brand synonymous with quality and innovation, offering an unparalleled selection of extraordinary toys that have enchanted generations and cultivated a loyal clientele. The famous FAO Schwarz flagship store on Fifth Avenue in New York City, which attracts millions of visitors annually, is the only one of its kind anywhere in the world. The complete assortment of the company's products, including a line of toys marketed under the FAO Schwarz brand name, can be found in-store and online at FAO.com. The iconic FAO Schwarz brand is exclusively operated by Toys"R"Us, Inc., the world's leading dedicated toy and juvenile products retailer.