Marketing strategy

Target teams with FAO Schwarz on toy marketing strategy

All toys departments in the Target store will include more than 120 toys from CAM Schwarz as part of a multi-year agreement between the two retailers.

The news comes just as consumers gear up for holiday shopping and on the heels of Macy’s partners with Toys R Us to offer the latter’s products.

The FAO toys will be available at Target stores, on its online site as well as in FAO stores starting next month, according to a press release.

“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive deal with the beloved CAM Schwarz Mark,” Jill Sandoexecutive vice president and chief merchandising officer, Target, said in the statement.

Product prices will vary from $9.99-$149.99including 50 toys under $20.

All toy departments in the Target store will include a dedicated area for CAM Schwarzincluding store displays to showcase FAO toys.

“We are incredibly thrilled to partner exclusively with Target after forging such a successful relationship together over the past two years. There really is no better way to kick off our 160th anniversary than to announce this partnership,” David Niglihead of marketing, CAM Schwarz, said in the statement. “CAM Schwarz celebrates the wonders of childhood and sparks wonder and discovery in all children – and the child within all of us – for 160 years, and now families everywhere WE can enjoy this experience at their local Target store.”

Three years ago, Toys R Us teamed up with Target to relaunch an e-commerce channel,, giving the former toy seller an online presence just in time for the holidays.

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