// M&S launches FAO Schwarz as part of its partnership programme
// M&S has begun selling 50 bestselling products from the US toy retailer on its website
// The range will make its debut in mini shop-in-shops in 20 stores
Marks & Spencer has reportedly teamed up with FAO Schwarz to sell a range of the toy retailer’s goods in-store and online in time for Christmas.
The initiative marks M&S’s latest partnership with an external brand.
M&S has begun selling 50 bestselling products from the US toy retailer on its website, and the range will make its debut in mini shop-in-shops in 20 stores, Retail Week reported.
READ MORE: M&S lifts guidance as food sales surpass pre-pandemic levels
The partnership is part of the Brands at M&S programme, through which the retailer has added lines form complementary brands such as Fat Face and White Stuff.
This will be the first time that FAO Schwarz has had a presence on the UK high street.
The FAO shops will be located next to M&S gift shops in M&S Kids product areas.
M&S said that 30 per cent of its customers plan to purchase toys in the lead up to Christmas.
“Our brands strategy is all about giving customers even more reasons to shop with M&S,” M&S brands director Neil Harrison said.
Click here to sign up to Retail Gazette’s free daily email newsletter
