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Nordstrom expands FAO Schwarz offerings, debuts new app features for holidays

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Nordstrom expands FAO Schwarz offerings, debuts new app features for holidays

The department store revamped its Nordy marketing character and is offering same-day beauty deliveries at select locations this season.

Nordstrom’s holiday celebrations don’t just include new offerings, but also the revamp of familiar faces.

The retailer reimagined its marketing character Nordy — joined by a new sidekick named Disco — in honor of Nordstrom’s 125th anniversary.

The retailer will also host special in-store events such as holiday breakfasts, photos with Santa and beauty-specific activations.

That’s on top of Nordrom’s new gift edit feature in its app that highlights expert commentary on the retailer’s holiday catalog and features improved filtering options. The holiday catalog returns this season highlighting over a thousand gifts.

The company also announced an exclusive partnership honoring what would be the 80th birthday of David Bowie, which will include immersive shops at select Nordstrom locations with limited-edition collections from brands such as AllSaints, Barbour, Marc Jacobs and more. Bowie80 will be available starting in November and David Bowie music will play a role in Nordstrom's holiday campaign.

Nordstrom and FAO Schwarz first announced their partnership in June, which also includes shop-in-shops in some Nordstrom stores and select products through the department store’s website. The company has since expanded the online assortment on Nordstrom’s website, the retailer told Retail Dive.

The additional work with Nordstrom adds to the iconic toy company’s expansion efforts.

FAO Schwarz opened an e-commerce storefront on Amazon last month and the flagship store in New York City’s Rockefeller Center will include an Amazon pop-up shop offering some of the items featured on Amazon’s 2026 top toy list


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