FAO Schwarz's Toytown Tryouts

The world famous toy seller wants to bring back the magic by tapping into the creativity of everyday people

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To get there, one took the subway from Queens. Another drove from upstate. A third flew in from Mexico. But at 10 a.m. on Mar. 9, all three took a plastic seat on the second floor of the Fifth Avenue FAO Schwarz. It was their chance to pitch an idea to the toy store's new chief executive, Ed Schmults, and its president and chief merchandising officer, David Niggli.

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