FAO Schwarz in New York

FAO Schwarz in New York is the biggest toy shop in the city. Located in Rockefeller Center, the store is a wonderful experience for both young and old alike. When you step into FAO Schwarz, you’ll feel like a kid again! All around you, employees are demonstrating the toys, and you can also try the toys out for yourself. I’ll tell you what you can expect at this famous toy shop in New York.

Eric's Index

1 Things to see at FAO Schwarz Toy Store in New York
2 History of FAO Schwarz
- 2.1 Practical Information
3 FAQ

Things to see at FAO Schwarz Toy Store in New York

FAO Schwarz in New York is a toy shop like you see in the movies; the staff demonstrate all sorts of things, and everything can be tried out. There are planes flying around, racing cars can be tested on the track, and there’s even a small toy supermarket.

There’s also a Barbie World and a candy department. This famous toy store in New York is a feast for your eyes. It’s the place to buy souvenirs and gifts, as there are many New York-related items on sale. There are several departments, so there’s something for everyone at FAO Schwarz.

Opening Ceremony

Every morning, FAO Schwarz has an official opening ceremony. The toy soldiers (employees of the shop) give a small performance at the main entrance on Rockefeller Plaza before the doors open.

Jellycat Diner

Jellycat offers plush toys in all sizes and shapes with a smiley face! FAO Schwarz is home to an exclusive Jellycat Diner, where their food plushies are ‘prepared’ on site and packaged in a unique way.

Build-A-Bear Workshop

Create your own teddy bear at the Build-A-Bear Workshop. Choose which bear you want, fill it yourself and personalise it with costumes and accessories!

Dance on Piano

There is also a giant piano mat in this New York toy shop, which you may recognise from the film “Big” starring Tom Hanks. This is your chance to show off your musical talent!

Eric’s Tip: “You can find other toy shops around FAO Schwarz at Rockefeller Plaza. The LEGO Store, for instance, is one block away. And the American Girl shop is also in this area, so you can visit them all in one go.”

History of FAO Schwarz

FAO Schwarz toy shop was founded in 1862 by German immigrant Frederick Schwarz. His full name was Frederick August Otto Schwarz, abbreviated to FAO Schwarz. His dream was to sell unique toys from all over the world in his shop. More than 150 years later, his toy store is still doing just that.

The FAO Schwarz in New York was originally located on Fifth Avenue, next to the Apple Store. The shop closed in 2015 due to high rent. The popular toy store made a comeback in 2018 when it reopened at Rockefeller Center.

Practical Information

Location: 30 Rockefeller Plaza at Rockefeller Center
How to get there: You can take the BDFM trains to get to 47-50 Sts – Rockefeller Ctr. From there it’s a few minutes walk.
Accessibility: The store is wheelchair accessible

FAQ

The FAO Schwarz toy store is still open in New York. You can find the biggest toy store in New York at the Rockefeller Center.

FAO Schwarz is worth visiting, no matter what age! The store is just like you see in the movies, where the staff demonstrate all sorts of things and all toys can be tried out.

Yes, as FAO Schwarz is a store, you don't pay an entrance fee.

If you want to avoid the crowds as much as possible, I recommend visiting the store right after opening.