After a triumphant return to hometown New York City last year, FAO Schwarz announced that on 1 November 2019, it will open its first European flagship, within Selfridges' Oxford Street location in London.

The new shop at the upscale U.K. department store will occupy over 20,000 square feet of space and will feature play-based experiences similar to those in New York, including in-store demos and the FAO Raceway where shoppers "work alongside trained 'mechanics'" to build custom remote-control cars.

FAO Schwarz owner ThreeSixty Group and Selfridges are working together with third-party brands to introduce other experiences for customers as well.

press release: FAO Schwarz to open at Selfridges in London