FAO Schwarz is an absolute must-visit for families in New York! It's not just a toy store—it's a dreamy journey into a magical toy kingdom! This legendary shop features the incredibly popular Jellycat Diner experience, a magnificent grand clock tower with regular performances, the iconic giant floor piano, and classic teddy bears~ With mountains of toys and nostalgic live demonstrations, the whole store is buzzing with energy. It's a classic American toy store that you can completely treat as an attraction in its own right!

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New York FAO Schwarz Flagship Info

★ Location: 30 Rockefeller Plaza, NY｜Map Link
★ Hours: Daily 10am-8pm

Founded in 1862, the legendary FAO Schwarz is the oldest high-end toy brand in the United States. German immigrant Frederick August Otto Schwarz started the business as a small shop primarily importing exquisite toys from Europe. Thanks to his commitment to quality and innovative vision, the store quickly became the ultimate toy paradise for America's elite. In the 1880s, FAO Schwarz moved its headquarters to New York City, gradually cementing its status as the "most magical toy store in the world"~

Since 1986, the FAO Schwarz Fifth Avenue flagship featured a massive clock tower at its entrance. Every hour on the hour, it would light up while the melody of "Welcome to Our World of Toys" played. With its spinning movement and flashing lights synchronized to the music, adults and children alike were instantly transported to a fantastical toy kingdom~ This grand clock tower added so much to the "magical feel" of FAO Schwarz! Even though the Fifth Avenue flagship relocated to Rockefeller Center in 2015, FAO Schwarz recreated this iconic clock tower, symbolizing the continuation of the brand's spirit and classic legacy.

On the second floor, we can get up close to this clock tower. Even if it's not the top of the hour, take a close look—it'll actually blink at you!

From the outside display windows, you can spot several massive fluff machines spinning around. It looks just like a cotton candy stand at a carnival, completely full of festive, dreamy vibes~

It turns out that at FAO Schwarz, you can customize and build your very own personal teddy bear~ And all that spinning fluff is what they use to stuff inside the bears!

Speaking of which, we have to mention one of FAO Schwarz's most iconic products: the "Classic Teddy Bear." Dressed in a red jacket, black pants, and a black top hat, this classic bear is more than just a toy—it's a symbol of the brand's history and heart. Word is they even release limited-edition versions every few years, sometimes tying into holidays or collaborating with other brands!

Inside the New York FAO Schwarz flagship, you'll occasionally run into staff members dressed in the exact same outfit as this teddy bear, proving just how representative it is of the brand.

The hottest thing in the store right now is undoubtedly the "Jellycat Diner" experience! When the New York Jellycat Diner opened in September 2023, it was the very first in the world. While there have been pop-up shops in places like London and Shanghai, New York remains the only permanent location so far!

The Jellycat Diner turns buying a plush toy into so much more than just shopping—it's incredibly wholesome and emotionally rewarding! The staff wear diner uniforms, and the counter is set up exactly like a real restaurant. When you buy a food-themed Jellycat plush here, the "servers" actually prepare your meal. For example, if we bought a pizza plush, they might ask if we want it heated up, then seriously take the "pizza" over to the stove to warm it. From "prepping the meal" to "packing it in a takeout box," the entire process is filled with the absolute cutest interactions with guests! It’s basically taking pretend-play to the ultimate level~

📌 Note: If you want to join in on this super popular Jellycat Diner experience, you absolutely must book in advance via the FAO Schwarz Official Website (for ages 3 and up). Reservation slots open 4 weeks in advance on Mondays between 3 PM and 5 PM (New York Time).

If you don't book ahead or miss out on a slot, you can still buy Jellycat plushies in the store, but you just won't get to experience the interactive Jellycat Diner part of it~

Aside from the Jellycat Diner, the FAO Schwarz flagship also offers another activity called the "Deluxe Beauty Experience" (for ages 6 and up, including adults). It's a mini makeover and tutorial session where FAO-Abulous makeup artists create a look for you. You also get a small branded bag and can pick your own set of lipstick, lip gloss, eyeshadow, blush, and nail polish~ The price is $70 USD, definitely worth checking out! You can book this ahead on the official website too, but since it's not quite as wildly popular as Jellycat, you don't necessarily have to reserve—walk-ins are often fine.

Up on the flagship's second floor, there's a 5-meter-long electronic floor piano. You can step and jump on the keys to play music; as you walk or bounce across it, it plays the corresponding notes or chords~ Kids are always running around on it, having the absolute best time! This floor piano famously appeared in the movie Big (starring Tom Hanks), where the main character plays on it. It’s definitely a pilgrimage spot for lots of movie fans!

This floor piano has become inseparable from the FAO Schwarz brand image—you could say it's their other great "classic" alongside the teddy bear! The store also sells tons of piano-themed merchandise you can take home~

FAO Schwarz also produces a lot of their own in-house branded toys. The classic packaging uses black, red, gold, and white as the main color palette, mixed with stripes and geometric elements, perfectly blending a gorgeous nostalgic feel with modern style~ Besides the flagship store, many other retailers in the US sell FAO Schwarz brand toys, and Target is one of them.

📌 Recommended Reading: [US Target] Top 13 Must-Buy Souvenirs! How to Shop at Target?

The flagship store is mapped out into many different toy zones. The magic-related toys alone take up an entire massive display section!

There's also an area packed with merchandise from recent hit movies.

The classic children's book Where the Wild Things Are, which holds so many childhood memories for people, also has a full section of its own merch.

There’s an entire area dedicated to remote-controlled toys, including drones and RC cars. The staff demonstrate them live, and you can even race the cars with them~ It feels like this lively, buzzing way of showing off toys only exists in our childhood memories. FAO Schwarz truly lives up to its reputation as a wonderfully nostalgic toy store!

Vehicles are absolute favorites for lots of little ones, so they definitely have to have those~ Here, they sell New York-specific yellow cabs, police cars, fire engines, buses, subway cars, and more. Kids who love vehicles will be obsessed, and they make for incredibly memorable souvenirs!

Seeing magnets covered in classic FAO Schwarz elements, you just know this flagship has evolved beyond a mere toy store—it has officially become a must-visit tourist attraction for anyone traveling to New York~

Taking a stroll through the FAO Schwarz New York flagship feels like wandering right through the dreamy kingdom of our childhood memories. Whether it's the classic grand clock, the giant floor piano, or the nostalgic way they sell toys, it genuinely feels like stepping into a magical toy fairytale! The little ones have so much to play with and explore, they'll be absolutely thrilled. We highly recommend this as a top family-friendly attraction in New York!

For more info on family-friendly NYC spots, check out 👉🏻 [New York] 25 Must-Visit Family Attractions | Includes Map ➕ Cheat Sheet

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