Breaking the mold of traditional toy packaging and ushering in a bold new era for the brand. Set out to create something truly disruptive—an iconic, high-impact look that captures the imagination of younger girls while tapping into the aspirational energy of older age groups.

This is more than just a box—it’s a statement. Designed to spark curiosity across every aisle. It marks a fearless step forward for FAO: playful, elevated, and unmistakably modern.

The tone of this FAO Schwarz girl’s packaging is bold, stylish, and full of personality. It’s expressive without being loud, playful yet elevated, and has a fresh voice that feels modern, confident, and creatively charged.

We’re focusing on the moment when young girls start defining their own style. Imaginative, fashion-forward, and empowering, this tone doesn’t just speak—it leads.

These girls are aspirational. They’re watching their older siblings, creators, and trendsetters, and the want to feel a step ahead—more grown-up, more stylish, more them. They’re increasingly brand and design conscious, responding to products that feel elevated, modern, and in tune with what they see in media and culture. But above all, they still want to have fun.

This audience is craving experiences that make them feel special and seen—packaging that speaks their language, reflects their individuality, and gives them a sense of ownership and pride. They’re at a tipping point, and this style guide is crafted to meet them there; with bold design, a confident voice, and a product world that celebrates who they are now and who they’re becoming.