FAO Schwarz

Remarkable Landmarks and Must-Visit Sights

Three-Level Toy Wonderland

Step into a world of wonder at FAO Schwarz's flagship location, where three enchanting levels await to ignite your imagination. As the oldest toy store retailer in the United States, each floor is a treasure trove of unique and one-of-a-kind toys that promise joy and excitement for both the young and the young at heart. Whether you're a child or simply young at heart, this toy wonderland is a must-visit destination that promises endless fun and discovery.

FAO Dance on Piano

Unleash your inner musician and dancer at the iconic FAO Dance on Piano. This larger-than-life keyboard lets you create music with every step, offering a playful and interactive experience that is sure to delight visitors of all ages. Whether you're a seasoned pianist or just looking to have some fun, this unique attraction is a must-try for anyone visiting FAO Schwarz. Get ready to dance, play, and make unforgettable memories!

Opening Ceremony

Begin your FAO Schwarz adventure with the enchanting Opening Ceremony at the Plaza at Rockefeller Center. Each morning, our Toy Soldiers bring the store to life with a delightful spectacle that captivates visitors of all ages. It's the perfect way to start your day of exploration and fun, setting the stage for the magical experiences that await inside. Don't miss this charming tradition that adds a touch of whimsy to your visit.

The FAO Story

FAO Schwarz is more than just a toy store; it's a cultural icon that has been enchanting both children and adults for generations. Renowned for its top-notch merchandise and outstanding customer service, this beloved destination continues to captivate toy enthusiasts from around the globe.

Cultural and Historical Significance

FAO Schwarz stands as a cultural landmark in New York City, with a history spanning over 144 years. Founded by Frederick August Otto Schwarz, it has become a symbol of childhood wonder and joy, known for its innovative toys and unforgettable experiences that have delighted generations.

Diverse Dining Options

While exploring FAO Schwarz, take the opportunity to savor the diverse dining options at Rockefeller Center. From quick snacks to gourmet meals, the culinary scene here mirrors the vibrant and eclectic flavors of New York City.

Local Cuisine

Inside FAO Schwarz, the Jellycat Diner offers a whimsical twist on New York's culinary classics, providing a unique and playful dining experience right within the store.