Big FAO Schwarz Effort

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FAO Schwarz is plunging into its first Broadway partnership in what can only be called a Big way.

FAO Schwarz is plunging into its first Broadway partnership in what can only be called a Big way.

Those passing the midtown Manhattan landmark toy store, which faces the famous Plaza Hotel, can't help but see the collossal logo for the musical emblazoned over the store's Fifth Avenue facade in huge red lowercase letters. The logo, and reproductions of one of the sets from the show, fill every display window on the East 58th Street side of the store.

FAO Schwarz is one of the backers of the musical, which concerns a boy who magically becomes an executive at a toy company. It's based on the 1988 film of the same name, which had a key scene set at FAO Schwarz' store.

The musical, with a score by Richard Maltby Jr. and David Shire, opens April 28 at the Shubert Theatre.

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