FAO Schwarz will also announce its partnership with New Yorkers For Children (NYFC), a non-profit organization that helps New York City's many foster kids and their families. FAO will make a donation to NYFC's special fund for children and families affected by the events of September 11.

While FAO Schwarz will continue to offer all the must-have toys and dolls from all of the brands that families know and trust, this season focuses on truly exclusive, special-edition, and in some cases, one-of-a-kind toys and experiences that will ensure that your little Mister and Miss will be the only kids on the block to have the season's most unique gifts.

"Our 'World of Toys' has expanded to include a huge assortment of exclusive and luxury gifts celebrating kids of all ages," said David Niggli, Chief Operating Officer and Director of Merchandising, FAO Schwarz. "From one-of-a-kind Barbies to our Signature Luggage Collection and FAO Girl accessories line, FAO Schwarz is the ultimate place to celebrate being a child and the spirit of play. In that light, we're expanding from the 'Ultimate Toy Store' to the 'Ultimate Lifestyle' for children."

Several private label collections are also new to FAO Schwarz. Debuting this month is the Signature Luggage Series for kids on the go -- a line of luxury, pebble-grain leather luggage that includes a flap backpack, rolling (pilot) case, steamer trunk, carry-on duffle bag, doll case and an art case (complete with a set of Faber-Castell art supplies). The FAO Girl line offers new accessories that compliment every girl's style, including the chic Glamour Case for makeup and the jewelry making Bead Tote. FAO is also expanding its line of characters taken directly from children's books, introducing two exclusive Olivia dolls, based on Ian Falconer's stories.

As part of this New York City celebration, the famous FAO Schwarz 5th Avenue Flagship Store underwent major changes, building on the excitement of last spring's addition of the FAO Baby store on Madison Avenue. Changes included the installation of a brand-new FAO Wild department, where life-size gorillas and giraffes welcome visitors to a more colorful and spacious jungle offering easier shopping for customers. An entirely new doll department now houses exclusive collections and one-of-a-kind Barbies, as well as a baby adoption center (complete with full-time nurse) to delight young "mommies." In addition, a new state-of-the-art Lego World recently opened, featuring the latest in building-block technology, as well as an animatronic Lego band that performs live shows every 15 minutes.

FAO's Holiday 2001 catalog and its Web site now mirror the store's focus on exclusives and children's lifestyles. As in the brick-and-mortar store, catalog and online shoppers also will find the best toys, accessories, and fashion.

Founded in 1862, FAO Schwarz has long been recognized as the world's ultimate toy store. The company has consistently delivered exclusive, unusual and trend-setting merchandise. Its stores, catalogs and online store, http://www.fao.com, have been designed to interact with customers in a manner that distinguishes it from other retailers and involves customers with merchandise. The company currently operates 40 locations nationwide, including flagship stores in Chicago, Las Vegas, Boston, New York, Orlando and San Francisco. FAO also produces The Ultimate Toy Catalog, a direct mail catalog that is distributed to more than six million consumers annually. For more information about FAO Schwarz, visit the company's Web site at http://www.fao.com.