By James Calloway

Nordstrom is expanding its FAO Schwarz offerings and rolling out new app features for the holiday season. The department store confirmed the moves as part of its seasonal push, alongside a revamped version of its Nordy marketing character.

The company is also offering same-day beauty deliveries at select locations this season. That's the operational headline: a wider toy assortment from the FAO Schwarz brand, fresh digital features in the app, and a faster delivery option in beauty — all aimed at holiday shoppers.

What's actually changing?

Three things, per Nordstrom:

• A bigger FAO Schwarz assortment. The retailer is expanding the range of FAO Schwarz products it carries during the holiday period.
• New app features. Nordstrom debuted fresh functionality in its app timed to the season.
• Same-day beauty delivery. Select locations will deliver beauty products the same day customers order them.

The takeaway: Nordstrom is stacking toys, tech and delivery speed into one holiday package.

Why the Nordy refresh matters

The department store revamped Nordy, its marketing character, for the season. It's a brand-level signal as much as a creative one — the mascot sits at the center of Nordstrom's holiday marketing, and a refresh suggests the retailer wants the campaign to feel new rather than inherited.

For marketers watching the department store category, the play is straightforward: pair an expanded merchandise offer with sharper digital tools and a convenience promise, then wrap it in a familiar face.

The same-day beauty delivery piece is the most concrete differentiator in the set. Beauty is an immediate-need category, and select-location availability gives Nordstrom a test bed before any broader rollout decision.

How the expanded FAO Schwarz assortment and the new app features perform over the holiday window will shape what Nordstrom keeps — and scales — into next season.

The short version: Nordstrom is betting on toys, app upgrades and delivery speed to carry its holiday season.