FAO Schwarz: New York’s Largest Toy Store

Founded in 1862, FAO Schwarz toy store is New York's largest toy store. A paradise for children and adults alike.

The History of FAO Schwarz in New York

FAO Schwarz is New York’s most famous toy store. This toy temple was founded in 1862 in Baltimore by Frederick August Otto Schwarz, a businessman from Germany. As the business grew, he moved his company to New York in 1870. He opened his shop on Grand Army Plaza, at the southeast corner of Central Park. The small boutique transformed into a vast toy wonderland, complete with red-uniformed guards at the entrance and the famous fortune-telling wizard Zoltar, who predicted good fortune for a few dollars.
The store was acquired by Toys “R” Us in 2009 but continued to operate independently until the American chain filed for bankruptcy in 2015. On July 15, 2015, the store reluctantly closed its doors on Fifth Avenue. But FAO Schwarz promised a comeback somewhere else in New York.
That promise came true in 2018! FAO Schwarz is now located in the Rockefeller Center complex, at 30 Rockefeller Plaza. The store sits at the base of the Comcast Building, which houses the Top of the Rock observation deck at its top. Visitors can easily move between the observation deck and the toy store—a strategic location!
The famous Fifth Avenue toy store served as a filming location for several movies, including Home Alone 2: Lost in New York, starring Macaulay Culkin, and Big, with Tom Hanks and his giant piano.

The FAO Schwarz store at Rockefeller Center spans nearly 1,900 m² (20,500 sq ft), about one-third the size of the original Fifth Avenue location. But children and adults alike will find all the major toy brands, starting with Build-A-Bear, the famous stuffed bears made to order right before your eyes.
You’ll also find shelves filled with Playmobil sets, Hot Wheels toy cars, Ravensburger board games, Barbie dolls, and stuffed animals, including creations from the German brand Steiff. Don’t miss the detailed scale models of New York fire trucks and the latest drones.
Part of the store’s charm comes from its many product demonstrators who showcase different toys. The demonstrations are always impressive—the sales staff have clearly practiced for hours and their routines are perfectly polished. Let yourself get caught up in the energy and chat with them. The atmosphere is friendly and fun.
Another highlight is the Big Piano, a giant piano inspired by the film Big, where visitors can compose music by walking on the keys. The store is definitely worth visiting if you’re spending Christmas in New York. The rest of the year, your kids will probably find ways to get you there anyway!

Address: 30 Rockefeller Plaza, New York.
Subway: Rockefeller Center (lines B, D, F, and M).
Hours: Open daily from 10 am to 8 pm.

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Looking for other toy stores in New York? Check out my New York shopping guide, games and toys section.