The Busy World of Richard Scarry just got a little bigger and a little busier. Lowly Worm, Huckle Cat and the rest of the characters from the best-selling children’s books and popular animated Nickelodeon and Showtime series, which is produced by Cinar films, are currently on display at in-store boutiques at all 36 F.A.O Schwarz locations across the U.S.
These boutiques have played a central role in the specialty toy store’s fourth quarter promotional strategy. Additionally, the characters grace the cover of F.A.O Schwarz’s holiday catalogue.
The in-store boutiques feature full-color displays complete with motorized characters. Merchandise includes plush from Gund, preschool from Tomy, as well as such items as backpacks, books, videos, CD-ROMs and puzzles.
Richard Scarry was a natural for F.A.O Schwarz because the quality of the books and TV series is in line with the type of merchandise the store is known for selling. Viacom Consumer Products’ expansion of the Richard Scarry product line in support of the animated series (the second highest rated series for kids age 2 to 4 on Nickelodeon) created enough new products to warrant such a boutique.
David Niggli, senior vice president of new business development at F.A.O Schwarz, says that in-store boutiques like Richard Scarry benefit both the consumer and the retailer. For consumers, the displays offer convenience, by featuring all products related to the characters in one place. For retailers, this one-stop location may encourage shoppers to purchase items in relation to the character that they perhaps were not originally thinking about buying.
The Richard Scarry boutiques are scheduled to appear in F.A.O Schwarz locations through February.