New York, NY (November, 2007) -- FAO Schwarz, the world's most famous toy retailer, announced today that children's clothing brand Zutano is opening a 500-square-foot in-store boutique at its flagship Manhattan store.
Located on the lower level of FAO Schwarz, the Zutano in-store boutique will be an anchor brand in the children's apparel category at FAO Schwarz. The space will boast a fresh and whimsical design sure to delight holiday shoppers.
"Zutano is widely regarded as one of the finest designers of children's apparel. We are thrilled the company now has a retail presence at FAO Schwarz, and are sure it will enhance the FAO Schwarz shopping experience," said Ed Schmults, CEO of FAO Schwarz.
The entire line of Zutano children's clothing and accessories will be available at FAO Schwarz. Included in this is an extensive selection of prints, stripes, and solids that layer with textures and offer the ultimate mixing and matching experience.
"The opening of our Zutano boutique at FAO Schwarz is the realization of a dream of ours. I can't imagine a better place to showcase our brand. FAO Schwarz is a New York City icon and legend. It's the place where the world comes together to shop for their children," added Michael Belenky
About Zutano Inc.
Since 1989, Zutano has become an industry leader in specialty baby and toddler fashion, and has been committed to celebrating the diversity of all children by creating exceptional, innovative, and versatile products. Zutano children's clothing is available in fine retail stores and specialty boutiques across North America. Zutano has maintained a purity of image, simplicity, and conceptual consistency that ranks among the highest in children's apparel. Zutano, Clothes Unique As Your Baby©. For more information visit http://www.zutano.com.
About FAO Schwarz
Turning 145 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
Saturday, November 15, 2008
Thursday, October 23, 2008
Just Spend Time with Your Kids
by Ed Schmults, CEO
It's hard being a parent today (was it every easy?). So many choices to make. So much pressure to provide the right environment for your child to flourish and grow into Super Kid. After school programs, pre-school programs, pre-pre school programs, music, art, second languages, third languages, etc. All with well-meaning intent.
But if you ask just about any child development expert, he or she would tell you to let kids spend more time in unstructured play. They should spend more time with their parents. Parents should turn their Blackberries off and really be with their kids (I will never forget when my daughter gently took my Blackberry out of my hands so that I could pay attention to her). Commit to giving them a full hour of undivided attention. Shopping doesn’t count. Neither does watching TV together. Just spend time with them and play WITH them. Pay attention to your urge to structure how they play, and check that at the door. Let them take the lead. Let them bring you into their worlds. Let them exercise their imaginations and include you in them. You might be surprised how enriching that is for both of you.
Think about whether you are enrolling your child into classes and activities outside of your home simply because it's a way to get them out of your hair. Maybe it's a way for you to have some time for yourself without feeling guilty about it. Sure, it's nice to have a break once in a while, but over-scheduling outside the home can be shortchanging your child. Did you know that what they really want most of all is to feel close to you?
Two books that have really opened my eyes as a parent are The Power of Play by David Elkind and The Last Child in the Woods by Richard Louv. Both these books tell about the value of unstructured play in a child’s life. Maybe if you just let your kids play more, they might get into that fancy school after all!
It's hard being a parent today (was it every easy?). So many choices to make. So much pressure to provide the right environment for your child to flourish and grow into Super Kid. After school programs, pre-school programs, pre-pre school programs, music, art, second languages, third languages, etc. All with well-meaning intent.
But if you ask just about any child development expert, he or she would tell you to let kids spend more time in unstructured play. They should spend more time with their parents. Parents should turn their Blackberries off and really be with their kids (I will never forget when my daughter gently took my Blackberry out of my hands so that I could pay attention to her). Commit to giving them a full hour of undivided attention. Shopping doesn’t count. Neither does watching TV together. Just spend time with them and play WITH them. Pay attention to your urge to structure how they play, and check that at the door. Let them take the lead. Let them bring you into their worlds. Let them exercise their imaginations and include you in them. You might be surprised how enriching that is for both of you.
Think about whether you are enrolling your child into classes and activities outside of your home simply because it's a way to get them out of your hair. Maybe it's a way for you to have some time for yourself without feeling guilty about it. Sure, it's nice to have a break once in a while, but over-scheduling outside the home can be shortchanging your child. Did you know that what they really want most of all is to feel close to you?
Two books that have really opened my eyes as a parent are The Power of Play by David Elkind and The Last Child in the Woods by Richard Louv. Both these books tell about the value of unstructured play in a child’s life. Maybe if you just let your kids play more, they might get into that fancy school after all!
Mastery
by Ed Schmults, CEO
The ability of a child to master a toy is a key component of ‘good’ toys. Toys are not like pants that a child can grow into. A child needs to have successes in their life. Their days are spent being told what to do or what not to do, being fed, bathed and clothed with little to no input. A toy sets them free. Imagine their frustration when they can’t ‘do’ the toy. For example, a puzzle is too hard or a toy has small parts or a switch that their fine motor skills can’t deal with. FRUSTRATION! The toy is tossed, tears may follow and the parent is left wondering why. Everyone loses when a toy is not appropriate for a child’s developmental level.
Contrast that with the look of total satisfaction on a child’s face when they complete a simple puzzle by themselves. Look at me! Look what I did!!! They will do it over and over again. That is a successful toy.
As you shop for toys for the children in your life please make sure you consider the child’s developmental level or physical ability. Get a toy that fits their current level of development. Everyone will be happier.
The ability of a child to master a toy is a key component of ‘good’ toys. Toys are not like pants that a child can grow into. A child needs to have successes in their life. Their days are spent being told what to do or what not to do, being fed, bathed and clothed with little to no input. A toy sets them free. Imagine their frustration when they can’t ‘do’ the toy. For example, a puzzle is too hard or a toy has small parts or a switch that their fine motor skills can’t deal with. FRUSTRATION! The toy is tossed, tears may follow and the parent is left wondering why. Everyone loses when a toy is not appropriate for a child’s developmental level.
Contrast that with the look of total satisfaction on a child’s face when they complete a simple puzzle by themselves. Look at me! Look what I did!!! They will do it over and over again. That is a successful toy.
As you shop for toys for the children in your life please make sure you consider the child’s developmental level or physical ability. Get a toy that fits their current level of development. Everyone will be happier.
Monday, September 15, 2008
Barefoot in FAO!
Magical Storytelling Venue and Bookstore Opens in FAO Schwarz
NEW YORK (September 2008) -- Independent children's book publisher Barefoot Books has opened an enchanting 1,100 square foot book store upstairs in FAO Schwarz, bringing beautiful picture books back to the forefront of the world-famous toy store:
-- Innovative partnership between award-winning publisher and world-famous toy retailer to promote beautiful books, storytelling, and imagination
-- Colorful, child-friendly space aims to reach a new audience of New York families with daily storytimes and other family events
-- Iconic over-sized storytelling throne with colorful pillows and crates for story time, independent reading, and other activities
There will be a grand opening celebration on October 2nd from 7:00 PM to 10:00 PM, complete with storytelling, music, and champagne for press and special guests.
About FAO Schwarz
Turning 146 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
About Barefoot Books
Barefoot Books is an international children's publisher dedicated to creating award-winning, beautiful books which celebrate imagination, diversity and creativity. Our pioneering and innovative business model wholeheartedly embraces today's social networking opportunities and focuses on establishing grassroots, viral communities with a global reach. Our audience is central to our business philosophy as is our willingness to redefine and reinvent the way in which stories and children come together. Find out more at www.barefootbooks.com.
All statements in this press release that are not statements of historical fact are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are based upon the current beliefs and expectations of Macy's management and are subject to significant risks and uncertainties. Actual results could differ materially from those expressed in or implied by the forward-looking statements contained in this release because of a variety of factors, including conditions to, or changes in the timing of, proposed transactions, prevailing interest rates, competitive pressures from specialty stores, general merchandise stores, manufacturers' outlets, off-price and discount stores, new and established forms of home shopping (including the Internet, mail-order catalogs and television) and general consumer spending levels, including the impact of the availability and level of consumer debt, the effect of weather and other factors identified in documents filed by the company with the Securities and Exchange Commission.
NEW YORK (September 2008) -- Independent children's book publisher Barefoot Books has opened an enchanting 1,100 square foot book store upstairs in FAO Schwarz, bringing beautiful picture books back to the forefront of the world-famous toy store:
-- Innovative partnership between award-winning publisher and world-famous toy retailer to promote beautiful books, storytelling, and imagination
-- Colorful, child-friendly space aims to reach a new audience of New York families with daily storytimes and other family events
-- Iconic over-sized storytelling throne with colorful pillows and crates for story time, independent reading, and other activities
There will be a grand opening celebration on October 2nd from 7:00 PM to 10:00 PM, complete with storytelling, music, and champagne for press and special guests.
About FAO Schwarz
Turning 146 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
About Barefoot Books
Barefoot Books is an international children's publisher dedicated to creating award-winning, beautiful books which celebrate imagination, diversity and creativity. Our pioneering and innovative business model wholeheartedly embraces today's social networking opportunities and focuses on establishing grassroots, viral communities with a global reach. Our audience is central to our business philosophy as is our willingness to redefine and reinvent the way in which stories and children come together. Find out more at www.barefootbooks.com.
All statements in this press release that are not statements of historical fact are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are based upon the current beliefs and expectations of Macy's management and are subject to significant risks and uncertainties. Actual results could differ materially from those expressed in or implied by the forward-looking statements contained in this release because of a variety of factors, including conditions to, or changes in the timing of, proposed transactions, prevailing interest rates, competitive pressures from specialty stores, general merchandise stores, manufacturers' outlets, off-price and discount stores, new and established forms of home shopping (including the Internet, mail-order catalogs and television) and general consumer spending levels, including the impact of the availability and level of consumer debt, the effect of weather and other factors identified in documents filed by the company with the Securities and Exchange Commission.
Wednesday, August 6, 2008
FAO Schwarz Announces Addition of Signature Candy Shop to Flagship Location
FAO Schweetz Sweetens your FAO Schwarz visit
NEW YORK (August 6, 2008) -- FAO Schwarz announces the addition of a signature candy and sweets shop, fittingly named FAO Schweetz, to its New York flagship store. The whimsical shop features two statuesque toy soldiers comprised completely of jelly beans, with offerings that include a variety of both private label and name brand candy, chocolate and other delights. FAO Schweetz is inviting to its 'small' clientele with low-to-the ground counters and easy-to-use candy scoopers for the plethora of sweet offerings.
In addition to many of your favorite sweet treats, FAO Schwarz tantalizes your taste buds by offering delicacies like chocolate-covered Twinkies, devil dogs, and marshmallows; even cookies like Oreos and Nutter Butters have been dipped in chocolate to fulfill any sweet-tooth's craving!
A visit to FAO Schweetz doesn't just have to be for the kids! With an assortment of retro-packaged candy, adults will be reminded of their favorite childhood candies. Sugar Daddy's and chocolate Band-Aids are wrapped and boxed in their brands' classic fashion.
FAO Schweetz is also stocked with other treats such as FAO Schwarz Pop Rock Chocolate Bars, Giant Gummy Bears, Giant Jawbreakers and one pound Sugar Daddy's. All selections have been hand picked to ensure that guests, no matter their age or sweet-tooth craving, will leave happy. There is an extensive gummy bear section where each color is separated; making it easy and enjoyable for FAO Schweetz visitors to create their own flavor combinations. This vibrant shop is sure to please guests of all ages and is a welcome addition to the FAO Schwarz property.
About FAO Schwarz
Turning 146 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
All statements in this press release that are not statements of historical fact are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are based upon the current beliefs and expectations of Macy's management and are subject to significant risks and uncertainties. Actual results could differ materially from those expressed in or implied by the forward-looking statements contained in this release because of a variety of factors, including conditions to, or changes in the timing of, proposed transactions, prevailing interest rates, competitive pressures from specialty stores, general merchandise stores, manufacturers' outlets, off-price and discount stores, new and established forms of home shopping (including the Internet, mail-order catalogs and television) and general consumer spending levels, including the impact of the availability and level of consumer debt, the effect of weather and other factors identified in documents filed by the company with the Securities and Exchange Commission.
NEW YORK (August 6, 2008) -- FAO Schwarz announces the addition of a signature candy and sweets shop, fittingly named FAO Schweetz, to its New York flagship store. The whimsical shop features two statuesque toy soldiers comprised completely of jelly beans, with offerings that include a variety of both private label and name brand candy, chocolate and other delights. FAO Schweetz is inviting to its 'small' clientele with low-to-the ground counters and easy-to-use candy scoopers for the plethora of sweet offerings.
In addition to many of your favorite sweet treats, FAO Schwarz tantalizes your taste buds by offering delicacies like chocolate-covered Twinkies, devil dogs, and marshmallows; even cookies like Oreos and Nutter Butters have been dipped in chocolate to fulfill any sweet-tooth's craving!
A visit to FAO Schweetz doesn't just have to be for the kids! With an assortment of retro-packaged candy, adults will be reminded of their favorite childhood candies. Sugar Daddy's and chocolate Band-Aids are wrapped and boxed in their brands' classic fashion.
FAO Schweetz is also stocked with other treats such as FAO Schwarz Pop Rock Chocolate Bars, Giant Gummy Bears, Giant Jawbreakers and one pound Sugar Daddy's. All selections have been hand picked to ensure that guests, no matter their age or sweet-tooth craving, will leave happy. There is an extensive gummy bear section where each color is separated; making it easy and enjoyable for FAO Schweetz visitors to create their own flavor combinations. This vibrant shop is sure to please guests of all ages and is a welcome addition to the FAO Schwarz property.
About FAO Schwarz
Turning 146 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
All statements in this press release that are not statements of historical fact are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are based upon the current beliefs and expectations of Macy's management and are subject to significant risks and uncertainties. Actual results could differ materially from those expressed in or implied by the forward-looking statements contained in this release because of a variety of factors, including conditions to, or changes in the timing of, proposed transactions, prevailing interest rates, competitive pressures from specialty stores, general merchandise stores, manufacturers' outlets, off-price and discount stores, new and established forms of home shopping (including the Internet, mail-order catalogs and television) and general consumer spending levels, including the impact of the availability and level of consumer debt, the effect of weather and other factors identified in documents filed by the company with the Securities and Exchange Commission.
Friday, June 27, 2008
FAO Schwarz Unveils the "Styled by Me Barbie®" Boutique
A One-of-a-Kind Retail Experience Allows Girls to Create Personalize Barbie® Dolls
NEW YORK CITY (June 28, 2007) -- FAO Schwarz is renowned for introducing some of the most beloved and imaginative toys to market, and it is continuing this storied tradition with the grand opening of the Styled by Me Barbie® boutique - a 1,500-square-foot, one-of-a-kind retail experience where girls can customize their own Barbie® doll.
The centerpiece of Styled by Me Barbie® are two large Barbie® doll styling stations with eight interactive touch screens that guide girls through a step-by-step design process that lets them select a doll, fashions, accessories, a doll case and a gift for themselves. The possibilities are nearly limitless as girls can choose from among seven Barbie® dolls and friends featuring different skin tones, hair colors and styles, as well as from a "closet full" of runway and real world-inspired fashions and accessories to create highly-personalized Barbie® dolls. Styled by Me Barbie® dolls will be available for an average retail price starting at $65.
"FAO Schwarz is dedicated to letting children personalize toys in a way that reflects their dreams and aspirations. Styled by Me Barbie will let patrons make their fantasies real and will undoubtedly be one of the highlights of our store," said Ed Schmults, Chief Executive Officer of FAO Schwarz.
After styling out their Barbie® dolls, girls can debut their newly styled doll in a mini "fashion show," in which each customized Barbie® doll will appear from behind a screen, "walk" down the miniature working runway and, ultimately, strike a pose for her audience. Like any premier fashion show, two large screens on both sides of the runway announce each girl's newly styled Barbie® doll using fun animations and music. The new Styled by Me Barbie® doll also comes with an exclusive carrying case. A variety of Barbie® dolls and playsets, licensed apparel, as well as accessories are also available for purchase in the Styled by Me Barbie® Boutique, enhancing the Barbie® experience.
Aspiring fashionistas can now join the exclusive list of more than 60 celebrated designers who have dressed Barbie® doll, including Anna Sui, Badgley Mischka and Diane von Furstenberg.
"Barbie® has always been on the forefront of reflecting cultural and fashion trends, and today we combine fashion and technology for the first experience of its kind for girls," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel. "With styled by me we've created an unparalleled retail experience based on the rich fashion heritage of the Barbie brand and the personalization and customization that today's girls love,"
About FAO Schwarz
Turning 145 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than 2.5 million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz. Under the direction of CEO Ed Schmults, the company has launched a number of new initiatives that will make FAO Schwarz's future as vital as its storied past.
About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.
Copyright © 2007 FAO Schwarz Inc, 875 Avenue of the Americas 20th Floor, New York, NY 10001. FAO Schwarz is a licensed trademark of the F.A.O. Schwarz Family Foundation
MATTEL, BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. © 2007 Mattel, Inc. All Rights Reserved.
NEW YORK CITY (June 28, 2007) -- FAO Schwarz is renowned for introducing some of the most beloved and imaginative toys to market, and it is continuing this storied tradition with the grand opening of the Styled by Me Barbie® boutique - a 1,500-square-foot, one-of-a-kind retail experience where girls can customize their own Barbie® doll.
The centerpiece of Styled by Me Barbie® are two large Barbie® doll styling stations with eight interactive touch screens that guide girls through a step-by-step design process that lets them select a doll, fashions, accessories, a doll case and a gift for themselves. The possibilities are nearly limitless as girls can choose from among seven Barbie® dolls and friends featuring different skin tones, hair colors and styles, as well as from a "closet full" of runway and real world-inspired fashions and accessories to create highly-personalized Barbie® dolls. Styled by Me Barbie® dolls will be available for an average retail price starting at $65.
"FAO Schwarz is dedicated to letting children personalize toys in a way that reflects their dreams and aspirations. Styled by Me Barbie will let patrons make their fantasies real and will undoubtedly be one of the highlights of our store," said Ed Schmults, Chief Executive Officer of FAO Schwarz.
After styling out their Barbie® dolls, girls can debut their newly styled doll in a mini "fashion show," in which each customized Barbie® doll will appear from behind a screen, "walk" down the miniature working runway and, ultimately, strike a pose for her audience. Like any premier fashion show, two large screens on both sides of the runway announce each girl's newly styled Barbie® doll using fun animations and music. The new Styled by Me Barbie® doll also comes with an exclusive carrying case. A variety of Barbie® dolls and playsets, licensed apparel, as well as accessories are also available for purchase in the Styled by Me Barbie® Boutique, enhancing the Barbie® experience.
Aspiring fashionistas can now join the exclusive list of more than 60 celebrated designers who have dressed Barbie® doll, including Anna Sui, Badgley Mischka and Diane von Furstenberg.
"Barbie® has always been on the forefront of reflecting cultural and fashion trends, and today we combine fashion and technology for the first experience of its kind for girls," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel. "With styled by me we've created an unparalleled retail experience based on the rich fashion heritage of the Barbie brand and the personalization and customization that today's girls love,"
About FAO Schwarz
Turning 145 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than 2.5 million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz. Under the direction of CEO Ed Schmults, the company has launched a number of new initiatives that will make FAO Schwarz's future as vital as its storied past.
About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.
Copyright © 2007 FAO Schwarz Inc, 875 Avenue of the Americas 20th Floor, New York, NY 10001. FAO Schwarz is a licensed trademark of the F.A.O. Schwarz Family Foundation
MATTEL, BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. © 2007 Mattel, Inc. All Rights Reserved.
Friday, May 16, 2008
Macy's and FAO Schwarz Sign Exclusive Toy Store Agreement
NEW YORK (May 16, 2008) -- Macy's, Inc. and FAO Schwarz today announced they have signed an exclusive agreement under which FAO Schwarz will open FAO-operated toy stores in up to 275 Macy's stores in fall 2008. FAO Schwarz stores are planned to expand into a total of approximately 685 Macy's stores over the next two years.
Under the agreement, FAO Schwarz has named Macy's the exclusive U.S. retail store host of FAO Schwarz departments, and FAO Schwarz will be the exclusive toy department in Macy's stores. FAO Schwarz continues to independently own and operate its own stores including the Fifth Avenue Flagship store in the heart of New York City, its location in the Forum Shops at Caesar's Palace, Las Vegas and its website, FAO.com.
In fall 2008, full-size FAO Schwarz shops of between 1,000 and 3,500 square feet will open in approximately 75 Macy's locations across the country. Another approximately 200 Macy's stores will host smaller FAO Schwarz departments of between 200 and 300 square feet. Plans also call for FAO Schwarz products to be sold on macys.com.
The FAO Schwarz assortment at Macy's will feature its own private label collection that is exclusive to Macy's and FAO Schwarz stores in addition to the select group of brands that have made FAO famous for the last 146 years. The unique assortment is driven by the brand's core values of providing quality toys that spark imaginative play and are produced with consideration for the environment. The FAO Schwarz store-within-a-store concept was tested successfully in fall 2007 at Macy's on State Street in Chicago.
"This is an outstanding partnership that will bring toys back to Macy's in an exciting and unique way," said Terry J. Lundgren, chairman, president and chief executive officer of Macy's, Inc. "FAO Schwarz is the world's most famous toy retailer with interesting and distinctive products that appeal to our customers and will drive store traffic, particularly to our children's departments. Following agreements with great names such as Martha Stewart, Donald Trump, Tommy Hilfiger, e-Spot electronics and Lush Cosmetics, this is the latest example of an exclusive partnership with a leading brand that differentiates the merchandise assortments at Macy's."
"Macy's is the perfect partner to bring the FAO Schwarz experience back to local communities. Our two brands have a combined history of 296 years of bringing joy and retail magic to consumers," said Edward Schmults, chief executive officer of FAO Schwarz. "I am thrilled that, through Macy's, we will be able to offer the FAO Schwarz products to every American family."
About FAO Schwarz
Turning 146 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
About Macy's, Inc.
The Macy's brand celebrates its 150th birthday in 2008. Macy's, Inc., with corporate offices in Cincinnati and New York, is one of the nation's premier retailers, with fiscal 2007 sales of $26.3 billion. The company operates more than 850 department stores in 45 states, the District of Columbia, Guam and Puerto Rico under the names of Macy's and Bloomingdale's. The company also operates macys.com, bloomingdales.com and Bloomingdale's By Mail. Prior to June 1, 2007, Macy's, Inc. was known as Federated Department Stores, Inc.
All statements in this press release that are not statements of historical fact are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are based upon the current beliefs and expectations of Macy's management and are subject to significant risks and uncertainties. Actual results could differ materially from those expressed in or implied by the forward-looking statements contained in this release because of a variety of factors, including conditions to, or changes in the timing of, proposed transactions, prevailing interest rates, competitive pressures from specialty stores, general merchandise stores, manufacturers' outlets, off-price and discount stores, new and established forms of home shopping (including the Internet, mail-order catalogs and television) and general consumer spending levels, including the impact of the availability and level of consumer debt, the effect of weather and other factors identified in documents filed by the company with the Securities and Exchange Commission.
Under the agreement, FAO Schwarz has named Macy's the exclusive U.S. retail store host of FAO Schwarz departments, and FAO Schwarz will be the exclusive toy department in Macy's stores. FAO Schwarz continues to independently own and operate its own stores including the Fifth Avenue Flagship store in the heart of New York City, its location in the Forum Shops at Caesar's Palace, Las Vegas and its website, FAO.com.
In fall 2008, full-size FAO Schwarz shops of between 1,000 and 3,500 square feet will open in approximately 75 Macy's locations across the country. Another approximately 200 Macy's stores will host smaller FAO Schwarz departments of between 200 and 300 square feet. Plans also call for FAO Schwarz products to be sold on macys.com.
The FAO Schwarz assortment at Macy's will feature its own private label collection that is exclusive to Macy's and FAO Schwarz stores in addition to the select group of brands that have made FAO famous for the last 146 years. The unique assortment is driven by the brand's core values of providing quality toys that spark imaginative play and are produced with consideration for the environment. The FAO Schwarz store-within-a-store concept was tested successfully in fall 2007 at Macy's on State Street in Chicago.
"This is an outstanding partnership that will bring toys back to Macy's in an exciting and unique way," said Terry J. Lundgren, chairman, president and chief executive officer of Macy's, Inc. "FAO Schwarz is the world's most famous toy retailer with interesting and distinctive products that appeal to our customers and will drive store traffic, particularly to our children's departments. Following agreements with great names such as Martha Stewart, Donald Trump, Tommy Hilfiger, e-Spot electronics and Lush Cosmetics, this is the latest example of an exclusive partnership with a leading brand that differentiates the merchandise assortments at Macy's."
"Macy's is the perfect partner to bring the FAO Schwarz experience back to local communities. Our two brands have a combined history of 296 years of bringing joy and retail magic to consumers," said Edward Schmults, chief executive officer of FAO Schwarz. "I am thrilled that, through Macy's, we will be able to offer the FAO Schwarz products to every American family."
About FAO Schwarz
Turning 146 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz.
About Macy's, Inc.
The Macy's brand celebrates its 150th birthday in 2008. Macy's, Inc., with corporate offices in Cincinnati and New York, is one of the nation's premier retailers, with fiscal 2007 sales of $26.3 billion. The company operates more than 850 department stores in 45 states, the District of Columbia, Guam and Puerto Rico under the names of Macy's and Bloomingdale's. The company also operates macys.com, bloomingdales.com and Bloomingdale's By Mail. Prior to June 1, 2007, Macy's, Inc. was known as Federated Department Stores, Inc.
All statements in this press release that are not statements of historical fact are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements are based upon the current beliefs and expectations of Macy's management and are subject to significant risks and uncertainties. Actual results could differ materially from those expressed in or implied by the forward-looking statements contained in this release because of a variety of factors, including conditions to, or changes in the timing of, proposed transactions, prevailing interest rates, competitive pressures from specialty stores, general merchandise stores, manufacturers' outlets, off-price and discount stores, new and established forms of home shopping (including the Internet, mail-order catalogs and television) and general consumer spending levels, including the impact of the availability and level of consumer debt, the effect of weather and other factors identified in documents filed by the company with the Securities and Exchange Commission.
Friday, April 25, 2008
Things to do in NYC with Kids
by Ed Schmults, CEO
As a father of a three-year-old girl I spend most of my weekend time with my wife and daughter. We try to get out of the city on a regular basis to spend time outside.
A two-hour drive from Manhattan will take you to the Long Island shore, the Litchfield Hills, the Hudson River valley, or the New Jersey farm country. Farmer’s Markets, apple picking, short hikes, and lots of time on the beach digging are generally highlights of these trips.
Some days we just play around the house, constructing forts and castles with sofa cushions and blankets, building towers out of Lego or having tea parties with various dolls. Reading books, doing art projects, and making a trip to the local playground or Central Park round out the day.
But New York City, with its incredible range of activities, always beckons. Here are a few of our favorite activities that are fun for children and parents:
American Museum of Natural History
Website: www.amnh.org/kids
A perennial favorite. I loved coming here as a boy and am so happy that my daughter seems to enjoy it as much as I still do. This is LARGE museum. Take it in slowly – you will be exhausted if you try to see it all. Highlights are the Hall of Mammals, the huge life-sized blue whale hanging from the ceiling in the Milstein Hall of Ocean Life, and the Dinosaur Halls. Also, be sure to check the website for the museum’s terrific range of temporary exhibits.
Central Park
Website: www.centralpark.com/pages/fun-stuff/kid-s-stuff.html
Website: www.centralparknyc.org/site/PageNavigator/kids_todo
An unstructured day in Central Park is glorious, regardless of the weather. No agenda, no goals. We climb on the rocks, watch the squirrels, listen to the musicians, explore Belvedere Castle and visit a playground. There is always something new to see. The Park is a welcome break from the scheduled activity during the week and it gives our daughter a chance to take the lead.
Central Park Zoo
Website: http://nyzoosandaquarium.com/cpz
Centrally located in the southeast corner of Central Park, the CPZ is a wonderfully accessible way to help your child learn about animals and the natural world. The penguins, polar bears, and seals are sure to please, but don’t miss the smaller animals that are tucked away in this compact zoo. The otters at the top of the hill are usually active and fun to watch, and the enormous boa is fascinating. The cafeteria, remarkably, has a solid selection of organic and healthy food for parents and kids.
Children’s Museum of the Arts, SoHo
Website: http://www.cmany.org/
A creative place for your child to experience an incredible variety of artistic opportunities, like painting, drawing, finger paints, etc. Smocks and other protective gear are provided. The staff does a great job keeping the peace and guiding children. The clay animal guy can make a clay ball into any animal with a few pinches. Great fun.
FAO Schwarz
Website: http://www.fao.com/
I have to recommend a trip to FAO Schwarz! My daughter loves to go tour the store. We regularly change the mix of product, so there is always something new. Highlights include the life-size stuffed animals - currently dragons, unicorns and other mythical creatures are on display, but late April will see the arrival of DINOSAURS! We also have a host of experiences where a child can create their own toy – from customizing a Hot Wheels car, to styling a Barbie doll with fashions only available at FAO Schwarz. The Lower Level is for newborns through toddlers, while the upstairs is for older children.
Marionette Theater
Website: www.centralpark2000.com/database/marionette_theater.html
This little theater is a treasure. It is set in a Swedish cottage with a $5 admission charge. The performances are done well with great music and singing. Our daughter loves to go. We buy the CD of the show and play it in the car on family trips. Cinderella, Pippi Longstocking and The Big Bad Wolf are family favorites.
Metropolitan Museum of Art
Website: http://www.metmuseum.org/
Website: http://www.metmuseum.org/explore/museumkids.htm
Remarkably child friendly, this is another enormous museum with plenty to see and do. Do not try to see too much. The Temple of Dendur, the open sculpture gardens, and the Arms and Armor Gallery with suits of Armor are current favorites. Strollers are permitted in most areas, but not the larger jogging strollers. Most visitors to the museum are very tolerant of children, but you do get the ‘eye’ from some if your children are too loud.
The New York Theatre Ballet
Website: http://www.nytb.org/
This is a fantastic way to introduce children to ballet. Productions are done in a small, 400-seat theatre located on 59th Street, between Madison Ave. and Park Ave. They offer a number of family-oriented productions during the season. This year, we have been to the Nutcracker and Cinderella. The ballets last about an hour – perfect for younger children. Highly recommended.
As a father of a three-year-old girl I spend most of my weekend time with my wife and daughter. We try to get out of the city on a regular basis to spend time outside.
A two-hour drive from Manhattan will take you to the Long Island shore, the Litchfield Hills, the Hudson River valley, or the New Jersey farm country. Farmer’s Markets, apple picking, short hikes, and lots of time on the beach digging are generally highlights of these trips.
Some days we just play around the house, constructing forts and castles with sofa cushions and blankets, building towers out of Lego or having tea parties with various dolls. Reading books, doing art projects, and making a trip to the local playground or Central Park round out the day.
But New York City, with its incredible range of activities, always beckons. Here are a few of our favorite activities that are fun for children and parents:
American Museum of Natural History
Website: www.amnh.org/kids
A perennial favorite. I loved coming here as a boy and am so happy that my daughter seems to enjoy it as much as I still do. This is LARGE museum. Take it in slowly – you will be exhausted if you try to see it all. Highlights are the Hall of Mammals, the huge life-sized blue whale hanging from the ceiling in the Milstein Hall of Ocean Life, and the Dinosaur Halls. Also, be sure to check the website for the museum’s terrific range of temporary exhibits.
Central Park
Website: www.centralpark.com/pages/fun-stuff/kid-s-stuff.html
Website: www.centralparknyc.org/site/PageNavigator/kids_todo
An unstructured day in Central Park is glorious, regardless of the weather. No agenda, no goals. We climb on the rocks, watch the squirrels, listen to the musicians, explore Belvedere Castle and visit a playground. There is always something new to see. The Park is a welcome break from the scheduled activity during the week and it gives our daughter a chance to take the lead.
Central Park Zoo
Website: http://nyzoosandaquarium.com/cpz
Centrally located in the southeast corner of Central Park, the CPZ is a wonderfully accessible way to help your child learn about animals and the natural world. The penguins, polar bears, and seals are sure to please, but don’t miss the smaller animals that are tucked away in this compact zoo. The otters at the top of the hill are usually active and fun to watch, and the enormous boa is fascinating. The cafeteria, remarkably, has a solid selection of organic and healthy food for parents and kids.
Children’s Museum of the Arts, SoHo
Website: http://www.cmany.org/
A creative place for your child to experience an incredible variety of artistic opportunities, like painting, drawing, finger paints, etc. Smocks and other protective gear are provided. The staff does a great job keeping the peace and guiding children. The clay animal guy can make a clay ball into any animal with a few pinches. Great fun.
FAO Schwarz
Website: http://www.fao.com/
I have to recommend a trip to FAO Schwarz! My daughter loves to go tour the store. We regularly change the mix of product, so there is always something new. Highlights include the life-size stuffed animals - currently dragons, unicorns and other mythical creatures are on display, but late April will see the arrival of DINOSAURS! We also have a host of experiences where a child can create their own toy – from customizing a Hot Wheels car, to styling a Barbie doll with fashions only available at FAO Schwarz. The Lower Level is for newborns through toddlers, while the upstairs is for older children.
Marionette Theater
Website: www.centralpark2000.com/database/marionette_theater.html
This little theater is a treasure. It is set in a Swedish cottage with a $5 admission charge. The performances are done well with great music and singing. Our daughter loves to go. We buy the CD of the show and play it in the car on family trips. Cinderella, Pippi Longstocking and The Big Bad Wolf are family favorites.
Metropolitan Museum of Art
Website: http://www.metmuseum.org/
Website: http://www.metmuseum.org/explore/museumkids.htm
Remarkably child friendly, this is another enormous museum with plenty to see and do. Do not try to see too much. The Temple of Dendur, the open sculpture gardens, and the Arms and Armor Gallery with suits of Armor are current favorites. Strollers are permitted in most areas, but not the larger jogging strollers. Most visitors to the museum are very tolerant of children, but you do get the ‘eye’ from some if your children are too loud.
The New York Theatre Ballet
Website: http://www.nytb.org/
This is a fantastic way to introduce children to ballet. Productions are done in a small, 400-seat theatre located on 59th Street, between Madison Ave. and Park Ave. They offer a number of family-oriented productions during the season. This year, we have been to the Nutcracker and Cinderella. The ballets last about an hour – perfect for younger children. Highly recommended.
Thursday, January 3, 2008
The FAO Schwarz Toy Buying Guide
A conversation with Ed Schmults, CEO of FAO Schwarz.
You have probably read articles or seen coverage on television or the internet about toy recalls and child safety. These are, of course, issues we deeply care about. We spoke with Ed Schmults, CEO of FAO Schwarz about his very personal take on what to think about when buying toys from us, or from anyone else. We trust you will find his perspective interesting and useful. Thanks for reading!
What do all these recalls mean for me? Should I throw away all toys made in China?
Schmults: The first thing to do is check the Consumer Product Safety Commission website (www.cpsc.gov) to see if you own any of the toys listed and to confirm they were purchased during the specified times. Follow the instructions on the recall notice to send back to the manufacturer or to dispose of hazardous toys.
There are many quality-oriented factories in China that don’t cut corners, but if you are uncomfortable with China production, then seek out alternative toys made with quality design and quality raw materials. China does not have an exclusive on global toy production. At FAO Schwarz, we carry toys made in USA, Germany, Lithuania, Thailand, Korea, Israel, Spain, England, Kenya, Denmark, Philippines and Canada, among others. You can even search out toys by country of origin on our website.
How do I know a toy is safe?
Schmults: All toys sold in the US must meet certain US government safety standards concerning safety (choking hazards, toxic substances, etc.). However, the recent recalls suggest that it is possible for harmful substances to make it into toys. Use your judgment. Just as you probably put a lot of thought into what to feed your child, you should take the time to consider your child’s age and personality when it comes to toy selection. How does he or she play with toys? Many young children explore toys by constantly putting them in their mouth. If that’s the case at your house, seek out toys that are dishwasher safe or easily washed. A child who is rough and rambunctious needs highly durable toys that you check regularly for missing parts or breakage.
Look at how the product was designed : Does every part have a purpose? Toys with excessive moving parts can be prone to breakage and factories may use cheaper materials to reduce the cost of manufacturing a complex item.
Reject the notion that children’s toys have a short life span. A well-constructed toy should last for years, not minutes. Look for things like magnets and make absolutely certain they are securely fastened. Magnets, when swallowed, can be deadly.
Heed the adage, “You get what you pay for.” Quality does not have to be expensive, but you might not find it at the drug store or supermarket where toys tend to be used as a way to get add-on sales.
Trust your gut: If you are worried about the safety, quality, or appropriateness of certain toys, then by all means get rid of them. Toys should relax you and your children, not cause stress.
How do I explain to my child that I’m taking away a favorite toy?
Schmults: Keep it brief, especially if your child is a toddler or a preschooler. At that age, they are usually eager to try something new in exchange for an older toy, in particular a toy that serves a similar purpose. With older kids, you should take the time to explain why the toy is being recalled and to emphasize how unusual it is for toys to be unsafe. Be careful not to create “toy anxiety” either by going into unnecessary detail or by letting your own anxiety spill over into the conversation.
What do I do this holiday?
Schmults: The vast majority of toys in this country meet US government standards. However, because the level of anxiety regarding toy safety is understandably high, it helps to remember three things:
* Buy quality products from a quality retailer
* Look for simplicity and durability in toys
* Focus on imaginative play.
Focus on quality. For the last 145 years, FAO Schwarz has carefully selected our vendors for quality and design integrity, originality and health, safety and environmental concerns. If we see two similar toys, but one uses recycled materials, we choose the one with recycled content. Similarly, if we see competing toys, but one has eliminated PVC plastic or phthalates, we will choose the one that has eliminated these possibly harmful materials. We seek out vendors that share our belief that you can’t make a quality product using bad materials. A factory that cuts corners to achieve low price points does not have the mind-set to make a quality product.
Simple toys make safety assessments easier for parents and they tend to last longer as they have fewer potentially breakable parts. They are also easier to build, which may reduce the chances of a manufacturer substituting lesser quality materials to save money.
We know from countless studies of young children’s brain development that toys that require a child to use his or her imagination boost learning in all areas of development. At a time when many popular toys have lots of “bells and whistles,” it can take time and effort to seek out alternatives that help children develop the skills they need as they grow, but most parents are willing and able to build a better “toy box.” The key is to look for toys that leave as much as possible up to the child; in other words, a toy that tells a child what to do rather than letting him discover or invent ways to interact with that toy may actually inhibit learning. Toys that grow with your child promise years of play value, as do toys and games the entire family can enjoy.
What makes a good toy? My child seems to only want toys advertised on TV.
Schmults: My first advice would be to turn off the TV – or to limit the amount of screen time available to your kids. The American Academy of Pediatrics recommends no more than one to two hours of quality TV and videos a day for older children and no screen time for children under the age of 2. A recent study found that children ages 0–6 spend more time on entertainment media than on reading, being read to, and playing outside combined.
Age appropriateness is also important. A child should be able to master a toy. This can help them develop confidence and self-esteem. An adult puzzle will just frustrate a young child. Better to give a puzzle that is appropriate for their age or perhaps geared slightly older so that they can be challenged but also have a good chance of completing the puzzle.
We have so many abandoned toys lying around the house How can I buy toys that my children will play with for more that 15 minutes?
Take the time to consider the toys your child seems to play with the most. Then round up the rejects and either give them away or put them aside for a while and try reintroducing them at a later time. Sometimes kids get overwhelmed by too many options. If your children get tired of battery powered toys quickly, then focus on toys powered by their imagination. Batteries need replacing and can be a source of frustration for a child (and a parent).
How can I guide grandparents and aunts and uncles who spoil my children at birthdays and holidays to make better choices?
Schmults: Spend time with your child to develop a “wish list” for birthdays or the holidays. Communicate this to well-meaning relatives. Most will be appreciative of the guidance. The FAO Schwarz website (www.FAO.com) provides just such a service. No one wants to give a gift that is not wanted, which is why gift cards, while impersonal, are often the easiest solution.
You have probably read articles or seen coverage on television or the internet about toy recalls and child safety. These are, of course, issues we deeply care about. We spoke with Ed Schmults, CEO of FAO Schwarz about his very personal take on what to think about when buying toys from us, or from anyone else. We trust you will find his perspective interesting and useful. Thanks for reading!
What do all these recalls mean for me? Should I throw away all toys made in China?
Schmults: The first thing to do is check the Consumer Product Safety Commission website (www.cpsc.gov) to see if you own any of the toys listed and to confirm they were purchased during the specified times. Follow the instructions on the recall notice to send back to the manufacturer or to dispose of hazardous toys.
There are many quality-oriented factories in China that don’t cut corners, but if you are uncomfortable with China production, then seek out alternative toys made with quality design and quality raw materials. China does not have an exclusive on global toy production. At FAO Schwarz, we carry toys made in USA, Germany, Lithuania, Thailand, Korea, Israel, Spain, England, Kenya, Denmark, Philippines and Canada, among others. You can even search out toys by country of origin on our website.
How do I know a toy is safe?
Schmults: All toys sold in the US must meet certain US government safety standards concerning safety (choking hazards, toxic substances, etc.). However, the recent recalls suggest that it is possible for harmful substances to make it into toys. Use your judgment. Just as you probably put a lot of thought into what to feed your child, you should take the time to consider your child’s age and personality when it comes to toy selection. How does he or she play with toys? Many young children explore toys by constantly putting them in their mouth. If that’s the case at your house, seek out toys that are dishwasher safe or easily washed. A child who is rough and rambunctious needs highly durable toys that you check regularly for missing parts or breakage.
Look at how the product was designed : Does every part have a purpose? Toys with excessive moving parts can be prone to breakage and factories may use cheaper materials to reduce the cost of manufacturing a complex item.
Reject the notion that children’s toys have a short life span. A well-constructed toy should last for years, not minutes. Look for things like magnets and make absolutely certain they are securely fastened. Magnets, when swallowed, can be deadly.
Heed the adage, “You get what you pay for.” Quality does not have to be expensive, but you might not find it at the drug store or supermarket where toys tend to be used as a way to get add-on sales.
Trust your gut: If you are worried about the safety, quality, or appropriateness of certain toys, then by all means get rid of them. Toys should relax you and your children, not cause stress.
How do I explain to my child that I’m taking away a favorite toy?
Schmults: Keep it brief, especially if your child is a toddler or a preschooler. At that age, they are usually eager to try something new in exchange for an older toy, in particular a toy that serves a similar purpose. With older kids, you should take the time to explain why the toy is being recalled and to emphasize how unusual it is for toys to be unsafe. Be careful not to create “toy anxiety” either by going into unnecessary detail or by letting your own anxiety spill over into the conversation.
What do I do this holiday?
Schmults: The vast majority of toys in this country meet US government standards. However, because the level of anxiety regarding toy safety is understandably high, it helps to remember three things:
* Buy quality products from a quality retailer
* Look for simplicity and durability in toys
* Focus on imaginative play.
Focus on quality. For the last 145 years, FAO Schwarz has carefully selected our vendors for quality and design integrity, originality and health, safety and environmental concerns. If we see two similar toys, but one uses recycled materials, we choose the one with recycled content. Similarly, if we see competing toys, but one has eliminated PVC plastic or phthalates, we will choose the one that has eliminated these possibly harmful materials. We seek out vendors that share our belief that you can’t make a quality product using bad materials. A factory that cuts corners to achieve low price points does not have the mind-set to make a quality product.
Simple toys make safety assessments easier for parents and they tend to last longer as they have fewer potentially breakable parts. They are also easier to build, which may reduce the chances of a manufacturer substituting lesser quality materials to save money.
We know from countless studies of young children’s brain development that toys that require a child to use his or her imagination boost learning in all areas of development. At a time when many popular toys have lots of “bells and whistles,” it can take time and effort to seek out alternatives that help children develop the skills they need as they grow, but most parents are willing and able to build a better “toy box.” The key is to look for toys that leave as much as possible up to the child; in other words, a toy that tells a child what to do rather than letting him discover or invent ways to interact with that toy may actually inhibit learning. Toys that grow with your child promise years of play value, as do toys and games the entire family can enjoy.
What makes a good toy? My child seems to only want toys advertised on TV.
Schmults: My first advice would be to turn off the TV – or to limit the amount of screen time available to your kids. The American Academy of Pediatrics recommends no more than one to two hours of quality TV and videos a day for older children and no screen time for children under the age of 2. A recent study found that children ages 0–6 spend more time on entertainment media than on reading, being read to, and playing outside combined.
Age appropriateness is also important. A child should be able to master a toy. This can help them develop confidence and self-esteem. An adult puzzle will just frustrate a young child. Better to give a puzzle that is appropriate for their age or perhaps geared slightly older so that they can be challenged but also have a good chance of completing the puzzle.
We have so many abandoned toys lying around the house How can I buy toys that my children will play with for more that 15 minutes?
Take the time to consider the toys your child seems to play with the most. Then round up the rejects and either give them away or put them aside for a while and try reintroducing them at a later time. Sometimes kids get overwhelmed by too many options. If your children get tired of battery powered toys quickly, then focus on toys powered by their imagination. Batteries need replacing and can be a source of frustration for a child (and a parent).
How can I guide grandparents and aunts and uncles who spoil my children at birthdays and holidays to make better choices?
Schmults: Spend time with your child to develop a “wish list” for birthdays or the holidays. Communicate this to well-meaning relatives. Most will be appreciative of the guidance. The FAO Schwarz website (www.FAO.com) provides just such a service. No one wants to give a gift that is not wanted, which is why gift cards, while impersonal, are often the easiest solution.
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