FAO Schwarz is located at 30 Rockefeller Plaza, New York, NY 10111, right in the heart of Midtown Manhattan. This legendary toy store sits at the base of the iconic Rockefeller Center, just steps from the famous ice skating rink and Top of the Rock Observation Deck.
The exact entrance is on the corner of 49th Street and 5th Avenue, making it easy to find whether you’re walking, taking the subway, or using a rideshare service.
If you’re visiting NYC with kids, this central location is perfect for combining with nearby attractions. You can explore Fifth Avenue, grab a snack at Magnolia Bakery, or head to Central Park, which is just a 10-minute walk away.
FAO Schwarz is not just a toy store—it’s one of the most iconic and magical places to visit in New York City. Located at Rockefeller Center, this legendary store blends play, nostalgia, and interactive fun for all ages.
Here are the top reasons to visit FAO Schwarz in NYC:
If you’re looking for a family-friendly stop in Manhattan that combines entertainment, shopping, and childhood wonder, visiting FAO Schwarz is a must.
We personally loved watching our kids explore the store during our first visit—especially when they were 10 years old. The joy and amazement on their faces made it one of the most memorable stops of our NYC trip.
Our first visit to the FAO Schwarz store at Rockefeller Center with our 10-year-old kids was, without a doubt, a magical and unforgettable experience. From the moment we stepped inside this sprawling 20,000-square-foot paradise in New York, we were enveloped by a vibrant atmosphere: cheerful music, vibrant colors, and enthusiastic staff dressed in iconic toy soldier uniforms greeted us. Here’s what you can expect, and what we, as a family, discovered at this iconic toy store:
One of the main attractions, and the one that most excited our kids, was the famous Giant Piano. We had the chance to create music with our feet, and it was fascinating to watch the children (and ourselves!) channel their inner child—or their inner Tom Hanks—as they stepped across the giant keys to play a tune. It’s a perfect photo opportunity and an experience that’s as memorable as it is entertaining for the whole family.
FAO Schwarz is known for its engaging and interactive shopping environment. Throughout the store, staff members brought toys to life with live demonstrations. We saw everything from flying drones to magic tricks that captivated both kids and adults. These demos add an extra layer of excitement and make the visit much more dynamic.
The store is cleverly divided into various themed areas, each offering a unique sensory experience. The candy section, for instance, brims with colorful sweets and giant lollipops, which were an instant hit with our kids. Additionally, the science and technology area features hands-on STEM kits that encourage learning through play. And let’s not forget the personalization stations, where we could add a custom touch to our purchases, like engraving a name on a plush teddy bear, creating meaningful mementos of our experience.
Whether you’re visiting for the first time or returning to relive fond memories, the Rockefeller Center location offers an immersive and magical experience for everyone.
FAO Schwarz began as a small shop in Baltimore before moving to New York City and establishing itself as a household name in the toy industry. Founded by Frederick August Otto Schwarz, the store quickly earned a reputation for its high-quality toys and exceptional customer service. Over the decades, FAO Schwarz has become synonymous with childhood magic, leaving an indelible mark on pop culture—most notably in the 1988 movie Big, where Tom Hanks danced on the iconic giant piano.
Throughout its storied history, FAO Schwarz has pioneered memorable experiences and innovations. In 1876, it was among the first retailers to launch a mail-order catalog, making its whimsical offerings accessible to customers nationwide. The opening of the flagship store on Fifth Avenue in 1986 solidified its status as a global symbol of toy-filled wonder, complete with the beloved FAO Schwarz Clock Tower. Sadly, in 2015, rising rental costs led to the closure of the Fifth Avenue location, a moment that left fans worldwide with a bittersweet sense of loss.
But FAO Schwarz’s magic proved unstoppable. After a three-year hiatus, the store made a triumphant return in 2018, reopening at the prestigious Rockefeller Center just in time to celebrate its 150th anniversary. This milestone featured a special exhibit showcasing over 20 iconic toys from the early 20th century, including a Richard Steiff Teddy Bear, the original Barbie and Ken dolls, and a prototype of the Etch A Sketch. Visitors were also treated to glimpses of FAO Schwarz’s legacy, with treasures like a 1909 sales ledger and vintage catalogs highlighting its innovative history. The iconic Clock Tower returned as well, greeting visitors every five minutes with the nostalgic tune “Welcome to Our World of Toys.
Today, FAO Schwarz at Rockefeller Center remains a timeless destination, blending history, creativity, and magic. It continues to enchant visitors of all ages, offering a world where imagination knows no limits and where the legacy of America’s most iconic toy store lives on.
Visiting FAO Schwarz is more than just a shopping experience—it’s a journey into a world of wonder and nostalgia. From the iconic giant piano to its mesmerizing displays, every corner of the store promises joy and excitement. Whether you’re traveling with kids or reliving your own childhood dreams, FAO Schwarz is a must-visit in New York City, offering memories that will last a lifetime. Don’t miss the chance to step into this enchanting world—you won’t regret it!
Planning your visit to FAO Schwarz can make the experience even more magical. Here are some helpful tips:
Whether you’re traveling with kids or looking to relive your childhood memories, FAO Schwarz offers an unforgettable experience. From the moment you walk through its doors, you’ll be immersed in a world of joy and creativity. Don’t forget to capture photos at the Big Piano and pick up a unique souvenir to remember your visit. Add FAO Schwarz to your New York City itinerary—it’s a stop you won’t want to miss!
