FAO Schwarz Launches “The Baby Collection” Line Of Baby Products

FAO Schwarz made public today its entrance into the baby product genre, leveraging its brand awareness as a seller of high end toys, gifts, and collectibles. The Baby Collection will provide an array of baby items ranging from apparel to tools designed to create quick, healthy meals for babies. The new line is available at FAO Fifth Avenue, Babies “R” Us locations, and at FAO.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.

Popular items in the collection include BabyChef Food Preparation tools, which are both battery and plug in powered, which helps parents be more efficient with food preparation and clean-up. The new line of bedding and nursery decor features three theme patterns that are on items such as blankets, hampers, crib sheets, etc. Apparel items include coveralls and bodysuits for both boys and girls.

Other merchandise in the Baby Collection include bibs and burp cloths, bath items, diaper bags, silver-plated gifts and baby cups. The Baby Collection retails between $9.99 and $249.99.