Miraculous Celebrates 10th Anniversary with FAO Schwarz
Miraculous Corp is unleashing a major wave of new licensed products beginning this summer, launching its 2025 retail campaign with a high-profile Miraculousbrand activation at the legendary FAO Schwarz in New York City.
Beginning July 21 and running through Labor Day, FAO Schwarz—one of the world’s most iconic toy destinations—will serve as the official launchpad for Miraculous’s Q3 and Q4 nationwide product rollout. This high-profile activation transforms the flagship store into a fully immersive Miraculous experience, complete with interactive fan events, dynamic visual merchandising, and exclusive product displays, designed to captivate fans and generate buzz at retail.
The FAO Schwarz event will spotlight key new products from the brand’s highly anticipated fall lineup, highlighted by new offerings from Playmates Toys such as the 10th Anniversary Limited-Edition Ladybug Collector Doll and the Stack Shack Surprise. These lead a broader range of new products rolling out across retail in the back half of the year.
“This fall marks an exciting next chapter for Miraculous at retail,” said Gaye Dean, VP, Retail Business Development for North America, at Miraculous Corp. “We’ve assembled a standout lineup of imaginative, high-quality products that speak to the brand’s creativity and global appeal. FAO Schwarz gives us a premium stage to kick things off—with storytelling, spectacle, and shelf power that will drive momentum into Q3 and Q4.”
“Miraculous is a true global phenomenon, and we’re proud to be the first stop on its bold new retail journey,” said David Niggli, Chief Merchandising Officer at FAO Schwarz. “FAO Schwarz is all about creating magical experiences, and this brand delivers that in every way—with story, style, and heart.”
In addition to the themed retail displays and product showcases, weekend events at FAO Schwarz will feature character meet-and-greets, giveaways, and fan-forward content opportunities designed to spark buzz and social sharing.
