The Magic Behind the Counter: How FAO Schwarz Transformed Retail with Teamwork Commerce

For over 160 years, FAO Schwarz has been more than a toy store, it’s been a destination. From its legendary Rockefeller Center location in New York City, it’s where dreams come to life for millions of visitors each year: oversized teddy bears, musical staircases, glittering toy displays, and the kind of joy that bridges generations.

But in today’s fast-paced, digital-first world, even icons must evolve. And behind the scenes is something far more complex: the day-to-day challenge of delivering high-touch, high-volume, high-stakes retail—flawlessly, and 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 Scalable Modern Experience

When FAO Schwarz relaunched its flagship location in 2018, they knew the legacy brand needed a next-generation engine. They weren’t just reopening a store, they were reimagining what the future of guest-first retail could look like. But magic alone doesn’t scale, FAO needed:

• Flexibility to serve guests anywhere, not just behind a register

• Real-time visibility across multiple inventory sources

• A system that minimized staff training and maximized customer focus

• The ability to bridge in-store and digital with no gaps in experience

The Solution: Teamwork Commerce’s Unified, Mobile-First Retail Solution

Teamwork Commerce isn’t just a POS platform, it is a retail solution that gives FAO the freedom to be agile, the tools to be strategic, and the infrastructure to keep every guest at the center.

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 now operate like hosts, not 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,” says Doran.
“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 can 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 enables real-time inventory visibility: across the floor, the stockroom, or even 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 if it’s 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. The result? Personalization at scale, faster service, and reduced friction for both team and guest.

• Customer data: Associates can access purchase history and preferences to offer more personalized service.

• Gift cards & loyalty: Guests can use digital or physical gift cards across any channel, seamlessly.

• Compliance & data privacy: One system means fewer silos and faster compliance action 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 tech has to enhance the experience, not 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 tech 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, constant collaboration, and real responsiveness, 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 + Send Sale transforms every visit into an endless aisle
• Unified CRM + loyalty supports personalization at scale
• Simplified UI leads to faster onboarding and better staff confidence
• Advanced analytics drive smarter decisions on staffing and product mix
• Dedicated support team enables ongoing innovation, not just maintenance

Magic That Grows With You

FAO Schwarz will always be a place of wonder, and now, it’s also a model of what modern experiential retail can be. By combining emotion and efficiency, personalization and performance, the team is proving 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.”

FAO Schwarz + Teamwork Commerce: Where legendary retail meets next-gen technology.