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Dive Brief: - Nordstrom expanded its partnership with FAO Schwarz for the holiday season by featuring a selection of toys from the company at every Nordstrom location, according to a Monday press release. - Nordstrom also debuted a new in-store mode for its mobile app, allowing customers to use an interactive map helping them to find what they’re looking for. The company’s app also features a new AI-backed “Request a Look” feature enabling shoppers to receive personalized recommendations and the choice to receive one-on-one styling support from a stylist. - Beginning this month, the department store is offering same-day beauty delivery in over 15 markets including Los Angeles, New York, Chicago, San Francisco, Miami and more. Dive Insight: Nordstrom’s holiday celebrations don’t just include new offerings, but also the revamp of familiar faces. The retailer reimagined its marketing character Nordy — joined by a new sidekick named Disco — in honor of Nordstrom’s 125th anniversary. The retailer will also host special in-store events such as holiday breakfasts, photos with Santa and beauty-specific activations. That’s on top of Nordrom’s new gift edit feature in its app that highlights expert commentary on the retailer’s holiday catalog and features improved filtering options. The holiday catalog returns this season highlighting over a thousand gifts. The company also announced an exclusive partnership honoring what would be the 80th birthday of David Bowie, which will include immersive shops at select Nordstrom locations with limited-edition collections from brands such as AllSaints, Barbour, Marc Jacobs and more. Bowie80 will be available starting in November and David Bowie music will play a role in Nordstrom's holiday campaign. Nordstrom and FAO Schwarz first announced their partnership in June, which also includes shop-in-shops in some Nordstrom stores and select products through the department store’s website. The company has since expanded the online assortment on Nordstrom’s website, the retailer told Retail Dive. The additional work with Nordstrom adds to the iconic toy company’s expansion efforts. FAO Schwarz opened an e-commerce storefront on Amazon last month and the flagship store in New York City’s Rockefeller Center will include an Amazon pop-up shop offering some of the items featured on Amazon’s 2026 top toy list
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