Dead Brands Walking

I don’t know about you but the news that Target is rolling out toy departments under the FAO Schwarz name is underwhelming…very. The once-upscale brand has been through multiple owners and formats over the past few decades and one has to think that young shoppers — the people who buy toys for their kids — have little if any recognition of this brand. Doesn’t the Target name mean more to them?

Some assorted thoughts on all of this — DOA Schwarz — from my new column for Gifts & Decorative Accessories magazine:

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