South Florida Sun Sentinel from Fort Lauderdale, Florida • Page 65

Your Business Sun-Sentinel, South Florida Monday, July 3 1,2000 is ITS NOT TOO LATE! Advertising Marketing FAO Schwarz shifts focus to older kids Eie cirave ft jmv a By JEFFERY D.Z8AR SPECIAL TO THE SUN-SENTINEL Florida kids and families are getting a taste of the new private-label branding effort from fabled New York toy retail IIP MjBA I4S) er FAO Schwarz. The company has rolled out its new FAO Girl and FAO Baby product Open House Saturday, August 12tk a.m. Commercial Blvd. Campus Room 303 new kids' product lines, the company has refreshed its logo and in-store displays, said Valerie Zucker, president of Th AppU Organization, the North Miami Beach-based public relations firm that handles the company's Florida communications efforts. The West Palm Beach store will be the first to feature the new signs, point-of-purchase and packaging designs, she said.

The firm also is planning FAO Weekend, a two-day event Sept. 9 and 10 at the Aventura Mall, featuring interactive events and local dance performers. Included in the new design push is the company's Web site (www.fao.com). Since its debut in 1996, it has risen to third in sales for all the company's properties, trailing only its flagship store on New York's Fifth Avenue and its catalog, Marcus said. "The whole point of the new merchandising program is to make FAO Schwarz a one-stop destination for parents," he said.

"It's above and beyond toys." supplies. Though it will target boys in the same 7 to 12 age range, Marcus is certain it will have "cross-over" appeal to young girls as well. The goal with the Girl and University lines is to help the company gradually shift its audience demographics to an older age group, Marcus said. FAO Schwarz traditionally has attracted shoppers seeking products for infants, toddlers and preschool-age children. While the company also sold products for older kids, executives hope this will help solidify its positioning among the older set, Marcus said.

What's more, like the Gap and even local retailer Burdines, the trend has been to shift to "private label" products with the company own name. Florida Is the company's strongest market outside New York, Marcus said. With the opening of a new location in West Palm Beach in the fall, the company will have seven Florida stores; FAO Schwarz has 43 locations nationwide. The new push comes as longtime merchandiser David Niggli, the company's chief operating officer, steps up efforts to revive the 138-year-old brand. Aside from the lines in its six Florida stores, said Alan Marcus, the company's vice president of public relations.

The stores are at the Aventura Mall, Bal Harbour Shops, The Shops at Sunset Place, the PGA Mall and in Tampa and Orlando. The FAO Girl line targets the "tween" market of girls aged 7 to 12, and includes makeup and makeover kits, jewelry-making projects, stuffed animals and some apparel, FAO Baby will include toys, as well as furniture, apparel and other baby-oriented products, he said. Next will cpme its FAO University brand. It will include private-label clothing', backpacks and art Applications are being accepted for the. August 2000 class.

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Ambit Marketing Communications, a Fort Lauderdale advertising and public relations firm, has signed several clients. They are: Miramar Centre, a Class A office and industrial park in Southwest Broward; Air Partner an aircraft charter company in Fort Lauderdale; Broward Meals on Wheels; Fraser Yachts Worldwide, Fort Lauderdale; and The Shiff Group, a Fort Lauderdale design and construction firm. Lauderdale-based telecommunications company, has debuted an advertising-supported long-distance telephone service for residents of Broward, Miami-Dade and Palm Beach counties. The long-distance service gives 100 participating advertisers the opportunity to target pre-qualified, demographic-specific customers. Advertisers include FTD.com, Gold's Gym, Jiffy Lube International and OnLoan.com.

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