FAO Schwarz Launches PJ Kids Furniture Boutiques in Flagship Stores - Fun, Fantasy and Enchantment Abound!

FAO Schwarz Launches PJ Kids Furniture Boutiques in Flagship Stores - Fun,
Fantasy and Enchantment Abound! 


NEW YORK, Nov. 5  /PRNewswire/ -- FAO Schwarz recently launched a colorful multi
room furniture boutique in their flagship store here on Fifth Avenue in New
York. PJ Kids of Princeton, NJ and FAO have teamed up to bring this new concept
to life. The Rooms to Dream(R) Furniture Boutique, with 700 square feet
dedicated to children's furniture, bedding, lamps, rugs and other decorative
accessories, is a first for the retail giant. The product mix is complete for
the new mother to select an entire nursery or for the child's first experience
in a real bed.  A great mix of products for the tween and teen are also
available.

The furniture boutique includes a selection of lamps, rugs, bedding, sofabeds
and slipcovered chairs, occasional table and chair sets, toy boxes, wall art and
even drawer pulls to enhance a child's room.  Motifs, patterns, colors and
themes abound to cover a multitude of tastes for every age group and style
preference.

A brand new window display offers a taste of what is yet to come once the
customer ventures inside.  It features Once Upon a Time for the quintessential
princess, Serengeti for the adventurous child on a safari and finally a lazy day
at the Cape in the Nautical Nursery.

The three new rooms are on display in the store for parents and kids alike.  As
customers walk through the boutique, there are WOWS everywhere, with a grand
firehouse tent loft, furnished with a slide and ladder for enhanced play value
and lots of functional storage built in.  Many firehouse accessories are also
available from a firehouse bookcase to fire engine rugs and lamps with great
bedding to match also.

The facade of a castle is in place to frame the Once Upon a Time bed and
accessories which are suitable for any princess.  This hand-painted, crackle
finished collection includes a bed available in both twin and full sizes, a pink
velvet tufted throne chair and a complimenting table and chair set.  It is a
delight to the eye and certainly an heirloom for the future.

The teens and tweens were not forgotten with an exotic Taj Mahal backdrop for
the Simply Sweet distressed ivory bedroom furniture.  This elegantly styled
furniture collection with its soft curves and beautiful floral appliques will
make every little girl feel so special.  This furniture collection will also be
featured as a set in the new season of the "The Soprano's."  The wonderfully
rich tones of purple, deep fuchsia and lime with gold accents found in the
Marrakesh bedding and accessories complete this very sophisticated bedroom.

Rustic overtones of an old lodge and a rough and tumble log cabin is the perfect
setting for the Adirondack grouping with tons of bears, moose and other wildlife
depicted.  The bear bed rugs are lounging on the bed with the bear bed pillows
on the floor for hanging with out with.  The Adirondack bedding grounded with a
royal blue buffalo check complimenting warm rusts, rich browns and forest greens
and packed in a reusable backpack. Great for sleepovers too!

Sports are represented with the colorful hand-painted High Five collection in a
traditional pinstriped motif found on baseball uniforms.  The collection
includes a great locker for storage with a place to hang a hat and store a mitt
plus a tall area for bats and rackets. The lamp and table and chair set plus a
great twin sized headboard are also part of this collection.

Scattered throughout the rooms are darling table and chairs sets for kids of any
age. Some even large enough for grandpa to sit and have tea with his favorite
granddaughter or play a game with his favorite grandson.  There are rooms full
of special treasures waiting to be found.

"We have always been about stimulating a child's creativity and imagination and
providing an environment filled with fun and fantasy.  FAO Schwarz is no
different in their philosophy," explains Stewart Paul, president of P.J. Kids. 
"A complete package is what this represents to the consumer by having all the
coordinated products available for them in one place.  Shopping for the child's
room should be interactive and involve the child. With the FAO Boutique this
will happen quite easily," continues Paul.

"We are excited about the addition of furniture to our stores. Now parents and
grandparents can come to FAO Schwarz for everything on any child's wish list,"
said David Niggli, President of FAO Schwarz.

The FAO Schwarz sales associates and personal shoppers are ready to answer all
the questions that customers may have and deliveries can be made anywhere within
the United States.

The Rooms to Dream(R) Boutique is set to be a resounding success with all of the
special attention given to every detail.  This assures that customers have a WOW
experience that will draw them back repeatedly when needing items for their
kids' rooms.

Similar Rooms to Dream(R) furniture boutiques slated in the other FAO Schwarz
flagship stores in Orlando, Las Vegas, Los Angeles, Seattle, and Boston are on
track for openings this fall.  For hi-res images related to this release please
go to the following link:

Complete library of images:
http://pjkids.com/Vasso/PR/FAO%20October%202003/Page.html

About FAO, Inc.

FAO, Inc. owns a family of high quality, developmental, educational and care
brands for infants, toddlers and children and is a leader in children's
specialty retailing.  FAO, Inc. owns and operates the renowned children's toy
retailer FAO Schwarz(R); The Right Start(R), the leading specialty retailer of
developmental, educational and care products for infants and toddlers; and Zany
Brainy(R), the leading retailer of development toys and educational products for
kids.

For additional information on FAO, Inc. or its family of brands, visit the
Company on line at http://www.irconnect.com/faoo/

About FAO Schwarz

Founded in 1862, FAO Schwarz has long been recognized as the ultimate toy store.
 The company consistently delivers exclusive, unusual and trend-setting
merchandise from around the globe.  FAO Schwarz has designed its stores,
catalogues and on-line shopping site in a uniquely interactive manner that
involves customers with merchandise and creates a playful experience.   FAO also
produces The Ultimate Toy Catalogue, a direct mail catalogue that is distributed
to millions of consumers annually, and offers its world-famous toys and
specialty goods on-line at http://www.fao.com/.  FAO Schwarz is a division of
FAO, Inc. (NASDAQ:FAOO) which operates stores under the trade names of FAO
Schwarz, The Right Start and Zany Brainy.

About P.J. Kids

The philosophy of New Jersey based P.J. Kids is simple: Design and manufacture
great furniture and accessories for kids that create a fun environment,
challenge the imagination and enhance creativity. We carry this philosophy
through to our retailers, giving them a complete retail program in which to
present our coordinated furniture and accessories in themed room settings,
supporting them with signage and retail fixtures, and offering a branded,
licensed concept in the Rooms to Dream store and gallery programs.

Our products comprise a full array of children's home furnishings and
accessories, including beds, cribs and casegoods furniture, bedding, occasional
furniture, rugs, lamps, floor pillows, upholstery, foam furniture, beanbags,
decorative knobs, bed finials, and more. We take a lifestyle approach to home
furnishings, offering a fashion-forward, coordinated room theme across a variety
of product categories. All of our products are designed to meet the highest
voluntary and mandatory safety standards set forth by the JPMA, CPSC and ASTM,
and are built to exacting quality standards.

For additional information regarding PJ Kids or Rooms to Dream, visit the
Company on line at http://www.pjkids.com/. 

http://www.fao.com

                http://pjkids.com/Vasso/PR/FAO%20October%202003/Page.html 

DATASOURCE: P.J. Kids



CONTACT:  Vasso Unks of PJ Kids, [phone], or  



Web site:  http://pjkids.com/new

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