FAO Schwarz

About Us

Some stores sell toys. FAO Schwarz sells the feeling you get when you walk through those doors and forget entirely that you're an adult. Since its legendary return to 30 Rockefeller Plaza, this New York City institution has been drawing families, collectors, and wide-eyed visitors who rate it 4.5 stars across nearly 8,000 reviews, not because it's convenient, but because nothing else comes close.

The floor buzzes with activity at every turn. Kids crowd around personalization stations to customize plush and games. The Jellycat Diner serves up playful pancakes that are as delightful to look at as they are to eat. The FAO-Abulous Boutique offers VIP experiences that turn a shopping trip into a genuine event. Reviewers keep coming back trip after trip, writing things like "just as fun and magical as I remembered."

This is not a warehouse of shrink-wrapped boxes. It is a destination that earns its reputation every single day, open seven days a week at the foot of Rockefeller Center, one of the most recognizable addresses on the planet.

What We Offer

FAO Schwarz stocks a vast range of toys, plush animals, games, and gifts spanning every age and interest. Beyond the shelves, the store offers hands-on personalization stations where kids can customize their own creations, turning a purchase into a memory they built themselves.

The Jellycat Diner serves whimsical food experiences on-site, while VIP experiences and the FAO-Abulous Boutique give families a reason to plan ahead and go deeper into the magic. Gift cards are available for those who want to hand the choosing over to someone else entirely.

Can't make it to Rockefeller Plaza? The full catalog is also available through faoschwarz.com, with free shipping on orders over $100. Whether you shop in person or online, every order comes backed by the name that has defined American toy culture for generations.

Gallery

Take a look at our space and what we have to offer

What Our Customers Say

Don't just take our word for it - hear from our satisfied customers

⭐⭐⭐⭐⭐

a month ago

"FAO Schwarz was one of my favorite stops in New York City. I had visited on a previous trip and knew I had to stop in again when I returned. It ended up being just as fun and magical as I remembered. The entire store feels full of wonder from the moment you walk in. There are giant stuffed animals, unique toys around every corner, and so many fun things to explore that it’s hard not to smile while you’re wandering around. The staff were incredibly polite and helpful, and I never felt rushed while browsing. The store spans two levels, so there’s plenty to see, and I genuinely think there’s something for every age group. During this visit, I bought my very first Jellycat, some BaubleBar jewelry, and an ornament. The ornaments were especially adorable and made for a great souvenir. I even took my new Jellycat with me to the Empire State Building later that day, which made the experience even more memorable. Of course, part of the magic is the location. It’s right at Rockefeller Center, so it’s easy to include in a day of sightseeing. While there are certainly some expensive items, I found that if you’re looking for one special keepsake or treasure from your trip, there are plenty of options that are reasonably priced. For me, this was the place to find my New York treasure. I always make time to stop at FAO. I’ll absolutely be back on my next trip."

— Julie Duffy

⭐⭐⭐⭐⭐

a month ago

"One of the best toys stores in NYC. Huge selection of toys. There are so many stations to personalize your toy. My kids had a blast. Pancakes at the Jellycat Diner were delicious. Service was very good. Definitely coming back again."

— Maanja

⭐⭐⭐⭐⭐

a month ago

"Such a fun store! Makes you feel like a kid again. So much to see, new toys and old. Love the jellycat diner! We didn't do the experience but it's cool to watch the kids do it. We came in specifically for the FAO customizable bunny for our newborn nephew. When we first walked in we asked an older black gentleman if they were available and he gave us a side glare and said "I think those are gone.." then walked away. Needless to say we did not trust his word and thank god we didn't because we found the bunny section and there was about 30 of them lol.... maybe time to retire, my guy!! But anyway, the bunnies for our nephew and neice came out perfect and the embroidery only took about 20 min in which we got to walk around and explore the store some more which was lovely! Such a nice timeless gift!"

— kel

⭐⭐⭐⭐⭐

4 months ago

"The store that every child dreams of visiting! It was fun to see so many gadgets and toys; interestingly enough, there were more teenagers and adults there than children. It’s just fun to go in and interact with the employees, who are great at teaching and doing demos. You don't have to buy anything if you don't want to, but you may end up buying one of those cute plush bears or bunnies for Easter like I did. Too cute to resist! 😍"

— Micale

⭐⭐⭐⭐

3 months ago

"This place was beyond phenomenal! I have never been to the actual FAO Schwartz toy factory store. This was like a dream come true for 5-10 year old me. Toys everywhere and not just any basic ones but ones that were modified to match the 1900’s all the way up to the modern 2000’s era. You have toy nutcracker workers standing in front greeting people with all the kindness in the world. You walk in and you instantly get overwhelmed by all the colors, sounds, scents and sights everywhere. They have 2 floors but a lot to unpack within these floors. First floor I believe is where the basic areas are: You have multiple workers testing new toys that unravel within the year trying to get you to buy them, you have a custom make your own stuffed animal station, a toy arena in the middle where you ca battle other kids in robot supremacy, make your own jewelry station among other kits, treats and sights a kid would love to experience. The second floor was my favorite: It contained a make your own funko pop station one of the only ones in NY and among the United States along with the branch in Los Angeles. I spent $38 on this but nonetheless it was worth it! I made my own character called “The manger where he had gokus hair, Dracula’s cape and body, a Viking beard, and a sword with a wooden mace. They also have piano steps which you can try for free where it’s a platform you step on with your socks only no shoes or bare feet and each step you take is a musical note on a piano. They also go a few other surprises along the way like grab as much candy as you want within a bag for $10 station, a makeup beauty station, a spiraling stairwell that lights up and illuminates along with Disney scenery and a few other items and atrocities begging to be seen and heard of. I recommend this place for families as you will get the most out of it and to look for small signature items instead of automatically going for the big stuff because that will run your pockets a lot faster believe me!"

— Yvngumar

Frequently Asked Questions

Where is FAO Schwarz located in New York City?

FAO Schwarz is located at 30 Rockefeller Plaza, New York, NY 10111, inside 30 Rock at Midtown Manhattan. It's easily accessible by subway and steps from Radio City Music Hall and the Top of the Rock.

What are FAO Schwarz's store hours?

The store is open Monday through Thursday from 10:00 AM to 8:00 PM, and Friday through Sunday from 10:00 AM to 9:00 PM. FAO Schwarz is open all seven days of the week.

What is the Jellycat Diner?

The Jellycat Diner is a unique in-store dining experience at the FAO Schwarz NYC location. It's themed around the beloved Jellycat plush brand and serves fun, playful food items like pancakes. Multiple reviewers have specifically called it out as a highlight of their visit.

Can I shop FAO Schwarz online?

Yes. The full product catalog is available at faoschwarz.com. Online orders over $100 qualify for free shipping, making it easy to bring the FAO Schwarz experience home no matter where you are.

What are VIP experiences at FAO Schwarz?

FAO Schwarz offers VIP experiences that go beyond standard in-store shopping. These include special access and activities through the FAO-Abulous Boutique. VIP experiences are ideal for birthdays, group visits, or anyone who wants a more immersive, personalized visit.

Does FAO Schwarz offer gift cards?

Yes, FAO Schwarz gift cards are available both in-store and online. They make a great option for birthdays, holidays, or any occasion where you want to let someone else choose their own adventure.

Is FAO Schwarz worth visiting even without kids?

Absolutely. Reviewers consistently describe it as a place that makes adults feel like kids again. The store carries collectibles, limited-edition items, and gifts that appeal to toy enthusiasts and nostalgic visitors of all ages.

Hours of Operation

Monday 10:00 AM – 8:00 PM

Tuesday 10:00 AM – 8:00 PM

Wednesday Today 10:00 AM – 8:00 PM

Thursday 10:00 AM – 8:00 PM

Friday 10:00 AM – 9:00 PM

Saturday 10:00 AM – 9:00 PM

Sunday 10:00 AM – 9:00 PM

Where Every Kid Becomes a Kid Again

About Us

What We Offer

Gallery

What Our Customers Say

Frequently Asked Questions

Hours of Operation

Get In Touch

More from the neighborhood

Radio City Music Hall

The Museum of Modern Art

Palace Theatre

Lyceum Theatre

The Theater Center

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Where Every Kid Becomes a Kid Again

About Us

What We Offer

Gallery

What Our Customers Say

Frequently Asked Questions

Hours of Operation

Get In Touch

More from the neighborhood

Radio City Music Hall

The Museum of Modern Art

Palace Theatre

Lyceum Theatre

The Theater Center

More places nearby