In 2009, toy giant Toys”R”Us acquired the famous (and famously beleaguered), upscale FAO Schwarz. And, with that, came one of the most challenging and fun projects I’ve worked on.
Selected to be the sole copywriter during the transition and the lead on a majority of related assignments since then, I created and instituted the revitalized voice and style of the brand.
Relying on FAO’s legendary roots and unique positioning, I developed the “language” of the company, complete with a word and phrase library, for copy staff to utilize as they began working with the beloved brand.
Here are pages from the 2010 Holiday Catalog, available online-only for the first time in the company’s history. I worked closely with the web designers and developers to create a memorable, personal experience, welcoming devoted and new FAO customers alike. From an inexpensive wooden pushtoy (“classic”) to a $25,000 Barbie foosball table (hey, it’s “art”!), this collection of gifts offered something for everyone.