Miraculous Corp has taken over FAO Schwarz’s flagship store in New York City as part of its namesake brand’s ongoing 10th-anniversary campaign. 

This exclusive retail activation kicked off on July 21, transforming the store with dedicated Miraculous fan zones, exclusive product displays, pastry stands and meet-and-greet events that are scheduled to run throughout the summer. Gaye Dean, VP of retail business development at Miraculous Corp, says FAO Schwarz was the perfect partner to pull off this type of campaign, given its flagship store’s long history of hosting multiple interactive experiences for kids and families at the same time. 

The NYC location will also serve as a rollout hub where Miraculous products will make their retail debut before moving on to other major US chains. Some of the products curated for FAO Schwarz include a limited-edition 10th-anniversary Ladybug doll from Playmates Toys; French bakery and scooter ride playsets from Playmobil; and apparel and bedding collections from Birdie Bean. 

In addition to the new Miraculous event, FAO Schwarz’s NYC store is currently hosting a Build-A-Bear Workshop experience, a BaubleBar jewelry stand, Crazy Aaron’s custom slime and putty market, and its own buildable boutique handbag station. The 20,000-square-foot outlet is located in the iconic Rockefeller Center and features three floors filled with toys and high-end collectibles.