FAO is A-OK!

David Niggli of FAO Schwarz retails the greatest toy story ever told.

Hub, November 3, 2008 — When last we left FAO Schwarz, we left it for dead. Every single one of its stores was closed, and it was in Chapter 11 bankruptcy. That was five years ago. Today, as David Niggli, FAO’s president and chief merchandising officer will tell you, it’s a whole new story. His explanation for its remarkable comeback story is remarkably simple. He says that all FAO Schwarz has done is what every great brand does when it loses its way: It re-ignited what made the brand great to begin with.