China’s largest toy retailer and distributor, Kidsland, has introduced FAO Schwarz with its first Asian flagship store.
The FAO Schwarz Beijing flagship is located inside the Kidsland flagship store at China World Mall in a prime shopping and lifestyle district.
Staff wearing soldiers’ uniforms from Grimm’s Fairy Tales are positioned at the entrance to greet and escort customers into the 30,000 square feet store, interacting with customers throughout the shopping experience. The store also features demonstrators who invite customers to play with the toys. The Toy Soldiers and demonstrators have been trained overseas and will make up 20% of the staff.