FAO Schwartz - Phoenix or Fireball?

Watching the pretaped Today Show "tour" of the new FAO Schwartz store on Fifth Avenue, I noticed that one segment featured an FAO executive and Katie zooming around on Segways. FAO's aiming for the high end of the market with $18,000 antique cast iron locomotives and a $50,000 kid-sized Ferrari. Sure, there are tchotchkes and more reasonably-priced toys - but the expensive toys are leading the media coverage.

The question is: will FAO win market share with their new strategy, or is this unfortunately a PR campaign that will burn bright then fade away, like the Segway?