FAO Schwarz SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 2231

SWOT Analysis of FAO Schwarz with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

FAO Schwarz

Parent Company

Toys “R” Us Inc


Toy Brands & Manufacturers


Media & Entertainment

Tagline/ Slogan

The legendary toy company


Large assortment of plush animals and the famous BIG Piano Dance Mat

FAO Schwarz STP


Kids toys

Target Group

Children and kids from middle and upper middle class


One-stop solution for toys

FAO Schwarz SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of FAO Schwarz :

1.Broad product range with toys and electronic items to interest kids from age 0 to 21

2.Strong brand presence through advertising in movies like Smurfs

3.The store has also earned itself the title of a popular tourist destination due to the presence of the floor piano which has also featured in a few movies.

4.The store has toys from all the best brands and a collection of exclusives as well


1.The company has a poor financial history

2.”FAO Schwarz” is now simply in the form of boutiques in many of the Toys “R” Us stores

3.The company has undergone multiple take-overs and logo changes over the years


1.Given its current product range, the company can further expand into the collectibles space through tie-ups

2. To enter the e-commerce space

3.To enter the party-organization space


1.Applications on electronic devices are replacing the craze for electronic cars and trucks

2.The toys are expensive as compared to many other substitutes

3.With the advent of internet shopping, the number of visitors to such stores is beginning to decline

FAO Schwarz Competition


Below are the 2 main FAO Schwarz competitors :

1. Hasbro

2. Hamleys

The brandguide table above concludes the FAO Schwarz SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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