At a glance
- Retailer
- FAO Schwarz, flagship at Rockefeller Center, New York; over 160 years old
- Relaunch
- Flagship relaunched in 2018
- Solution
- Mobile POS, real-time inventory across floor, stockroom and distribution center, CRM and Send Sale
For over 160 years, FAO Schwarz has been more than a toy store, it's been a destination. From its flagship Rockefeller Center location in New York City, it's where oversized teddy bears, musical staircases, and glittering toy displays create the kind of joy that bridges generations for millions of visitors each year.
But behind that experience is the day-to-day challenge of delivering high-touch, high-volume retail at scale. "We see anywhere from 10,000 to 15,000 guests a day, and each one expects that same magic," says Doran Finneran, General Manager of Global Retail at FAO Schwarz. "Our job is to meet those expectations, but also keep the business moving."
The challenge: turn legacy magic into a scalable modern experience
When FAO Schwarz relaunched its flagship location in 2018, the team knew the legacy brand needed a next-generation engine behind it. They weren't just reopening a store, they were reimagining what guest-first retail could look like. That meant finding a system that offered flexibility to serve guests anywhere on the floor, real-time visibility across multiple inventory sources, a UI simple enough to minimize staff training, and the ability to bridge in-store and digital shopping with no gaps in the experience.
Mobile POS that moves with the story
At FAO, the store is the stage, and the ability to serve guests wherever the moment happens is essential. With Teamwork's mobile POS, associates operate like hosts rather than cashiers, ringing up purchases beside giant teddy bears or next to the piano stairs.
"We've eliminated the long lines that used to break the experience," Doran says. "With mobile POS, we can pick people off the queue, engage them on the floor, and speed up service, without losing the joy." Mobile checkout stations are placed throughout the 20,000-square-foot store, and associates carry POS devices to high-traffic areas, adjusting in real time based on crowd flow. "We've been able to pivot our operations in line with where we see traffic go," Doran continues. "Whether it's expanding our cash wrap or creating new checkout zones, we're making data-driven decisions, powered by Teamwork."
Real-time inventory that powers endless possibilities
Whether a guest is searching for the perfect gift or trying to avoid carrying toys across Manhattan, FAO needs to fulfill requests fast. Teamwork gives the team real-time inventory visibility across the floor, the stockroom, and the distribution center across the river.
"Everything here moves fast," says Blake Gillen, Director of Direct-to-Consumer Technology. "We need perfect visibility: what's in stock, what's sold, what's in transit. Teamwork gives us that." If an item isn't on the shelf, associates can check whether it's available online, in another store, or in stock for same-day shipping using the Send Sale feature, turning any in-store visit into an endless aisle experience. "Being in New York, we get a lot of tourists," Blake adds. "They don't want to walk around the city with a huge toy bag. With Teamwork, we can ship it to their hotel, or straight to their home with just a few taps."
One unified system for guests and associates alike
FAO uses Teamwork's integrated CRM and employee tools to manage every interaction from a single system, which means personalization at scale with less friction for both team and guest. Associates can access purchase history and preferences to offer more personalized service, guests can use digital or physical gift cards across any channel, and having one system means fewer silos and faster action on compliance and data privacy when needed.
"It's a single source of truth," Blake explains. "Everything flows through Teamwork, from e-commerce to the store. No duplication, no confusion, just clarity."
Technology that empowers teams
In a store as lively and theatrical as FAO, staff energy is everything, so the technology has to enhance the experience rather than interrupt it. "Teamwork's UI is so intuitive, our staff trains on it in under an hour," Blake notes. "It feels like using an iPhone. That means associates can focus on the guest, not on figuring out how to use the system."
Real-time dashboards help leadership make better scheduling and merchandising decisions, and because the tools are all connected, the team spends less time chasing reports and more time creating moments that matter. "Teamwork lets us stop worrying about backend logistics," says Blake. "Instead, we can keep our eyes where they belong, on the customer."
A true partnership
For FAO Schwarz, Teamwork isn't just another technology vendor, it's a strategic ally. "We're not a typical store," Doran explains. "We have unpredictable traffic, live demos, toy soldiers marching down the aisles. Teamwork understands that. They help us adapt, not just function." With a dedicated support team and constant collaboration, Teamwork has become part of the FAO fabric. "It's not just a platform, it's a relationship," Doran adds. "They make the hard stuff feel easy, so we can focus on what we do best: bring joy."
The tools behind the toys
Mobile checkout across the floor reduces wait times and increases engagement. Real-time inventory paired with Send Sale transforms every visit into an endless aisle. A unified CRM and loyalty system supports personalization at scale, a simplified UI leads to faster onboarding and better staff confidence, advanced analytics drive smarter decisions on staffing and product mix, and a dedicated support team enables ongoing innovation rather than just maintenance.
FAO Schwarz will always be a place of wonder, and now it's also a model of what modern experiential retail can be, proof that magic doesn't have to come at the expense of operational excellence. "We're excited to continue working with Teamwork," Doran concludes. "Whether it's improving the guest experience or scaling our operations, we're in it for the long haul. And with Teamwork, it actually feels easy."