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PJ Kids finds dreamy FAO deal

Linda Cahan, Michele SanFilippo -- Home Textiles Today, November 10, 2003

FAO Schwarz has launched a Rooms to Dream boutique in the lower level of its flagship Manhattan store, in conjunction with Princeton-based juvenile supplier PJ Kids.

The move is a first for the retailer, with 700 square feet devoted to children's bedding, rugs, furniture, lamps, toy boxes and decorative accessories.

David Niggli, president of FAO Schwarz, sought coordinated vignettes and products in an overall new package for FAO customers. The boutique's mix of products is designed for a new mother to select an entire nursery or for a child's first experience in a bed. Products are also available for tweens and teens.

"Now parents and grandparents can come to FAO Schwarz for everything on any child's wish list," Niggli said.

Three merchandised room vignettes in the store along with a complete change out of the FAO three-bay revolving window display reflect all the changes the Rooms to Dream boutique offers.

Each features a different theme and caters to a different age group. The window display offers Once Upon a Time for the quintessential princess, Serengeti for the child on a safari and a Nautical Nursery.

"Catering to children and their needs is what this FAO and PJ Kids partnership is all about. We have always been about stimulating a child's imagination and creating an environment filled with fun and fantasy," explained Stewart Paul, PJ Kids president. "Shopping for the child's room should be interactive and involve the child."

Special touches are everywhere in the boutique, such as a firehouse tent loft with slide and ladder to coordinate with its bookcase, fire engine rugs, lamp and bedding.

The facade of a castle has been added to place the Once Upon a Time bed and accessories in a suitable frame.

An exotic Taj Mahal backdrop has been set for the Simply Sweet tween and teen bedroom in tones of purple and deep fuchsia as well for the Marrakesh bedding in lime with gold accents.

The log cabin is the perfect setting for the Adirondack group with rustic overtones of an old lodge with bear motif.

All Sports is represented with a colorful, hand-painted High Five collection that includes a locker and small furniture.

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